A Louisville, Kentucky, customer said he was left baffled after looking at traditional wing prices on Zaxby’s website. Alex, who posts on TikTok as @igobuyalex, shared a video that has gained 207,600 views. He opened the clip by saying, “I’m so confused right now.”
On-screen text in the TikTok video read, “Zaxby’s, the math ain’t mathing…” Alex stated, “Somebody needs to check on the financials guy or whoever at Zaxby’s because I’m ordering traditional wings from Zaxby’s, right?” The video then cuts to a laptop screen showing the chain’s online ordering page for traditional wings.
Alex said that if he wanted 20 wings, he would pay three different prices. He pointed to five traditional wings listed at $9.99, 10 traditional wings at $10.00, and 20 traditional wings at $33.29. He added, “We have 5 traditional wings for $9.99. For 1 penny more, you can get 10 wings. And then for more than triple that price, you can get 20 wings.”
Wing prices at other Zaxby’s locations did not match the menu in the video
Alex then walked through the options he said he would have if he wanted 20 wings. He asked, “Now, why wouldn’t I just, if I want 20 wings, order the 10 wings for $10 twice?” He said that would come to $20. He also said he could order the five-wing option four times and “pay like $40,” or buy the 20-wing order all at once for $33.29. He closed by saying, “None of that makes any sense.”
BroBible later checked Zaxby’s website and selected a Louisville location at 4949 Dixie Highway for pickup. At the time of that check, five traditional wings were listed at $10.49, 10 traditional wings at $17.79, and 20 traditional wings at $33.99.
A Dallas, Texas, location at 921 Commerce St. showed different figures. Five traditional wings were listed at $8.99, 10 at $15.99, and 20 at $29.99. Price variation isn’t limited to Zaxby’s, as a Minneapolis man recently tested whether apps charge people different prices for the same items.
Most Zaxby’s locations are independently owned by franchisees, according to 1851 Franchise. That outlet said some 90% of Zaxby’s stores are operated by individual owners, which allows those owners to set their own budgets and item costs. Crestmont Capital has written that high-traffic and urban areas typically come with greater overhead costs and that Zaxby’s locations are no different.
Another possible explanation for the $10 price Alex showed for 10 wings was National Chicken Wing Day. Hunt4Freebies reported that Zaxby’s was selling 10 chicken wings for $1 each in honor of the holiday. Alex uploaded his video on July 29, the date that holiday falls on. Price confusion at fast-food chains isn’t limited to Zaxby’s, as a woman exposed how KFC’s free delivery deal allegedly changed her bucket prices.
Viewers in the comments offered their own takes on the pricing. One commenter said a promotion was going on for 10 wings for $10 and that 10 traditional wings are normally about $17. Another wrote, “Bro that’s the point of the marketing lmaooo.”
One commenter suggested the pricing was deliberate. They wrote, “My guess is they know exactly what they are doing. they expect us to think that its some kind of glitch or amazing steal to “game the system” and get 20 for $20. Not only are we “saving” so much by getting 4 more wings for a penny more, but we can do that twice and get 20, even if we only really wanted 10. The psychological aspects of marketing can be crazy.”
Another commenter wrote, “Lowkey this guy works for Zaxbys corporate!” A further comment said, “Its almost like they’re doing it on purpose.”
Published: Sep 3, 2026 07:00 am