Restaurant Chains Are Hungry for a Comeback. Can This Change Bring Diners Back?

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Popular restaurants want customers back, and they're rethinking their core offerings to win their business.

Restaurant chains are putting their menus front and center as they work to bring back customers.

The push comes as Americans eat out less often and become more selective about what they spend their money on, according to Black Box Intelligence data cited in a new CNBC report. On quarterly earnings calls in recent weeks, executives at Wendy’s, Chipotle Mexican Grill and other chains highlighted changes already reaching customers or headed to menus.

Discounts and limited-time deals can draw a crowd, but chains are counting on taste and quality to turn those visits into repeat business. Additionally, corporate chefs are taking a bigger role in the fight for diners as companies look for an edge beyond promotions.

At Chipotle, that includes another run for its limited-time brisket, which returned to menus last week.

“We think the product’s improved and even better,” CEO Scott Boatwright told analysts on the company’s late-October earnings call.

At Wendy’s, a menu overhaul is part of a broader effort to boost sales. The chain unveiled a five-part turnaround plan last week, which includes a pledge to deliver “quality food at real value.”

CEO Bob Wright told analysts that Wendy’s is testing changes to some of its staples, including thicker, crispier bacon, a richer and creamier Frosty, whole-leaf lettuce for sandwiches and revamped salads.

“We’re also rebuilding our food offerings and have begun testing improvements to quality and craveability of our core items,” he said.

The chain is intent on winning back customers as it contends with lackluster sales. Last week, Wendy’s reported a seventh consecutive quarter of declining same-store sales.

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