After two years of reduced dining-out frequency and more selective consumer choices, restaurant chains are placing greater emphasis on improving taste and product quality to define value beyond price. Wendy’s is testing improvements to items including its bacon, Frosty, lettuce and salads as part of a turnaround plan, while Burger King has revamped its Whopper, nuggets and sauces. Following the changes, Burger King reported third-quarter growth of 8.4% in US same-store sales, with Whopper sales rising by a double-digit percentage and nugget sales increasing by more than 35%. Other chains, including Chili’s, Applebee’s and McDonald’s, are also improving their menus, focusing on items such as ribs, steaks, chicken and coffee. The article also notes that Domino’s US sales rose 9.9% in 2010 after a recipe overhaul, illustrating that better-tasting food can support sales growth.
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