There's another choice, they could opt to continue selling the wings at a loss, if that created goodwill or especially if it promoted the sale of other profitab

There's another choice, they could opt to continue selling the wings at a loss, if that created goodwill or especially if it promoted the sale of other profitable items (e.g. drinks, other side items). This is called a "loss leader" and is a common marketing play seen in supermarkets.