Wendys Grilled Chicken Go Wrap
Wendy’s has decided to refocus advertising on the 99-cent items on its Right Price Right Size menu, like the Grilled Chicken Go Wrap.

Restaurant chains emphasize lower-return menu items

Restaurant brands like Wendy's, Red Lobster and Olive Garden are aiming to drive traffic with price-focused value options.

Wendy’s first-quarter sales results demonstrated how critical it is for restaurant operators to reach value-conscious consumers — even if it means intentionally creating a marketing imbalance weighted toward low-margin menu items and value menus.

The Dublin, Ohio-based chain said it drove its highest level of chicken sandwich sales in nine years by actively promoting its Flatbread Grilled Chicken Sandwich limited-time offerings, even as fewer customers ordered from i

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Contact: Desiree Torres Desiree.Torres@penton.com

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