Wingstop and PopUp Bagels Team Up on "Lemon Pepper Schmear" for Bold Flavor, All Day Long
Rhea-AI Summary
Wingstop (NASDAQ: WING) and PopUp Bagels launched a limited-edition "Lemon Pepper Schmear", combining Wingstop's Lemon Pepper seasoning with PopUp Bagels' cream cheese. The collaboration brings Wingstop's citrusy, pepper-forward flavor to PopUp Bagels' menu for a morning-to-game-day experience. The schmear is available at all PopUp Bagels locations beginning Jan. 29, 2026 while supplies last, aiming to extend a popular Wingstop flavor into a new serving occasion.
Positive
- None.
Negative
- None.
News Market Reaction
On the day this news was published, WING gained 1.58%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Wingstop fell 2.24% while peers were mixed: CAVA -3.84%, SHAK -1.39%, BROS -0.49%, but CAKE +5.47% and EAT +0.49%. With no peers in the momentum scanner, the move screens as stock-specific rather than a clear sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 20 | Menu flavor launch | Positive | -2.2% | Introduced limited-time Hot Honey Trio flavors across channels. |
| Jan 16 | Earnings date set | Neutral | +2.1% | Announced Q4 and full-year 2025 results date and conference call. |
| Nov 26 | Development milestone | Positive | -1.5% | Opened 3,000th restaurant and detailed global expansion progress. |
| Nov 13 | Menu flavor launch | Positive | -2.6% | Launched Fiery Lime limited-time flavor with tequila pairing. |
| Nov 04 | Earnings report | Positive | +10.9% | Reported Q3 2025 growth in sales, revenue and record Adjusted EBITDA. |
Flavor and promotional launches have often coincided with short-term share price declines, while core earnings events drew stronger positive reactions.
Over the last several months, Wingstop has balanced menu innovation with rapid expansion and solid financials. On Nov 4, 2025, fiscal Q3 results showed revenue of $175.7M and Adjusted EBITDA of $63.7M, with the stock rising 10.86%. Development strength was highlighted on Nov 26, 2025 with the opening of the 3,000th restaurant, though shares slipped 1.48%. Recent limited-time flavors on Nov 13, 2025 and Jan 20, 2026 both saw modest post-news pullbacks, framing today’s collaboration as part of an ongoing brand-building and flavor-driven marketing strategy ahead of the upcoming earnings date on Feb 18, 2026.
Market Pulse Summary
This announcement extends Wingstop’s branding by translating its signature Lemon Pepper seasoning into a PopUp Bagels cream cheese schmear, available from Jan. 29, 2026. It builds on a series of limited-time flavor initiatives aimed at broadening use occasions around major sporting events. In the broader context of rapid unit expansion and upcoming earnings, investors may watch how such collaborations affect traffic, brand awareness, and cross-daypart relevance over time.
AI-generated analysis. Not financial advice.
Two brands known for driving fan obsession come together for a bold new spread
Available at all PopUp Bagels locations from Jan. 29 until supplies last, the Wingstop-inspired "Lemon Pepper Schmear" brings one of Wingstop's most iconic flavors to PopUp Bagels' signature cream cheese spread. Made with Wingstop's Lemon Pepper seasoning, the schmear delivers the same citrusy kick and pepper-forward heat fans love from Wingstop's fresh, made to order wings.
Wingstop's Lemon Pepper wings have long been a go-to order for fans who crave bold flavor, from everyday meals to game-day gatherings. Just in time for the Big Game, this collaboration extends that flavor into a new moment, giving fans another way to experience Lemon Pepper while reinforcing the taste that defines Wingstop.
"When two viral brands come together, bold flavor is the only move – and that's exactly why our famous Lemon Pepper was the perfect fit," said Michael Skipworth, President and CEO of Wingstop. "This collaboration lets fans take their obsession with one of the most iconic flavors in our lineup from a morning bagel straight to their wing order."
"We don't collaborate just to collaborate," said Adam Goldberg, Founder of PopUp Bagels. "Wingstop's Lemon Pepper is one of those flavors people instantly recognize, and the fun for us was figuring out how to translate it into a schmear that actually works on a hot bagel and fits naturally into our Grip, Rip and Dip® experience."
Fans can order the "Lemon Pepper Schmear" starting Jan. 29 at all PopUp Bagels locations.
About Wingstop
Founded in 1994 and headquartered in
About PopUp Bagels
At PopUp Bagels, our mission is fueled by passion and dedication: to craft unmistakably perfect bagels with no frills, using the essence of simplicity - crispy crusts, soft crumb centers, and an ideal proportion of seeds. Every bagel is a product of precision, from the high-quality ingredients in our dough to the meticulous proofing process and expert bake that achieves the perfect texture and flavor. Our commitment to quality goes beyond the bagel itself - innovating with top brands, chefs, and tastemakers to create epic schmears that elevate the cream cheese experience with bold, unexpected flavors.
What started as a local sensation, founded by Adam Goldberg in
Media Contact
Kyra Harbert
media@wingstop.com
View original content to download multimedia:https://www.prnewswire.com/news-releases/wingstop-and-popup-bagels-team-up-on-lemon-pepper-schmear-for-bold-flavor-all-day-long-302667304.html
SOURCE Wingstop Restaurants Inc.
FAQ
What is the Wingstop x PopUp Bagels "Lemon Pepper Schmear" and when does it launch?
Will the Lemon Pepper Schmear be available at all PopUp Bagels locations (WING)?
How does the Lemon Pepper Schmear relate to Wingstop's menu (WING)?
Is the Wingstop x PopUp Bagels collaboration a permanent menu item for WING?
Why might investors care about the Wingstop and PopUp Bagels collaboration (WING)?
