Restaurant chains bet on better food to win back diners

After two years of leaning on value deals, major restaurant chains are putting their corporate chefs back at the center of the plan. CNBC reports that Burger King, Wendy's, Chili's, Applebee's, Chipotle and McDonald's are all upgrading core menu items, betting that better food will bring back diners who have been eating out less often and choosing more carefully.

Consumers have dined out less frequently over the last two years and grown pickier about where they eat, according to Black Box Intelligence data cited by CNBC. Discounts and one-off promotions can lift traffic for a time, but the product itself still drives long-term growth and franchisee profitability.

Burger King shows early results

Burger King is the clearest early example. As part of a multiyear comeback plan, the Whopper got a better bun and a new mayonnaise earlier this year, and in September the chain rolled out nuggets made with 100% white meat, crispier breading and a more flavorful marinade. It also reformulated its sauces. Whopper sales rose by a double-digit percentage in the third quarter, nugget sales climbed more than 35%, and Burger King's U.S. same-store sales jumped 8.4% in the quarter, according to CNBC.

Burger King's approach borrows from Domino's, which in 2009 swapped out its sauce, added garlic to its crust and switched to shredded mozzarella with a hint of provolone. CNBC reports those changes helped drive U.S. same-store sales growth of 9.9% the following year. Burger King U.S. president Tom Curtis is a former Domino's executive.

Upgrades across the category

Wendy's made quality food at real value one pillar of a five-part turnaround strategy unveiled last week. CEO Bob Wright said the chain has begun testing thicker, crispier bacon, a richer and creamier Frosty, whole leaf lettuce on sandwiches and improved salads.

At Chili's, where same-store sales have climbed 52% over the past three years, the next targets are salads and steaks after earlier work on baby back ribs, burgers and nachos.

Applebee's launched a juicier chicken tender in its latest quarter and plans to overhaul more protein options in 2027, according to Dine Brands CEO John Peyton. "We think proteins are, number one, our biggest opportunity," Peyton told CNBC.

Chipotle CEO Scott Boatwright said the chain's brisket, back on menus for a limited time, has improved. McDonald's is testing hand-breaded wings, strips and a sandwich in a handful of Chicago-area restaurants, with plans to expand the trial to more U.S. and Ireland locations in early 2027. It is also working to improve its coffee with fresher beans and upgraded equipment, and in October it launched Make It Golden, a multiyear training program for corporate employees, restaurant workers and franchisees focused on the quality and consistency of core items.

Execution decides the payoff

Many of these upgrades come down to ingredients, prep methods and equipment, and CNBC notes that improved menu items mean little if the recipe changes aren't well executed in restaurants. McDonald's training program and Burger King's focus on fixes that are less operationally involved both point to the same priority: changes crews can deliver consistently.