Restaurant Chains Bet Better Food Can Bring Diners Back

Chipotle brought back its limited-time brisket last week. CEO Scott Boatwright told analysts on the company’s late-October earnings call that the product had improved and was “even better.” The move reflects a broader push by chains to make food quality, and the role of corporate chefs, a bigger part of their efforts to attract customers, according to a CNBC report citing Black Box Intelligence data and recent company earnings calls.

Wendy’s is testing thicker, crispier bacon, a richer and creamier Frosty, whole-leaf lettuce for sandwiches and revamped salads. CEO Bob Wright said the company had also begun testing improvements to the quality and “craveability” of its core items. The changes are part of a five-part turnaround plan unveiled last week, which promises “quality food at real value.” Wendy’s is seeking to win back customers after reporting its seventh straight quarter of declining same-store sales.

The strategy recalls Domino’s 2009 recipe overhaul, which paired changes to its sauce, crust and cheese with advertisements acknowledging customer complaints. U.S. same-store sales rose 9.9% in 2010, CNBC reported. Some of the people involved in that turnaround are now applying a similar approach at Burger King.

Burger King upgraded the Whopper’s bun and mayonnaise earlier this year, then introduced chicken nuggets made with 100% white meat, crunchier breading and a more flavorful marinade in September, alongside reformulated sauces. Restaurant Brands International CEO Josh Kobza said the chain started with its biggest categories. Burger King’s U.S. same-store sales increased 8.4% in the third quarter; Whopper sales rose by a double-digit percentage, and nugget sales climbed more than 35%, Kobza told analysts on the company’s late-October earnings call.