Restaurant chains revamp core menu items to drive traffic and turnaround plans

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Restaurant chains menu revamp

Highlights

Burger King's U.S. Whopper sales rose double-digit percentage and nugget sales climbed over 35%, driving an 8.4% same-store sales increase in Q3.
Chili's is extending menu upgrades to salads and steaks, with Brinker International planning more dry aged beef despite higher costs amid three years of same-store sales surge.
McDonald's is testing hand-breaded chicken products in Chicago and will expand to the U.S. and Ireland in early 2027, focusing also on coffee quality improvements.

Burger King and rivals broaden quality push

According to CNBC, at Burger King's U.S. business, some of the team behind Domino's earlier comeback is applying a similar approach through a multiyear plan focused on core menu items. The chain has already upgraded the Whopper with a better bun and new mayonnaise, and in September it overhauled nuggets with 100% white meat, crispier breading, a more flavorful marinade and reformulated sauces.

Restaurant Brands International CEO Josh Kobza told CNBC that the company is starting with its biggest categories and with fixes that are simpler to execute operationally. He said 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 increased 8.4% in the quarter.

Chains that are already performing well are also investing in food upgrades. Chili's, whose same-store sales have surged over the past three years, is moving from improvements in ribs, burgers and nachos to salads and steaks, with Brinker International CEO Kevin Hochman saying the brand plans more dry aging of beef despite higher costs. Applebee's has introduced a juicier chicken tender, and parent Dine Brands says the chain plans broader protein changes in 2027.

McDonald's is also leaning into product quality, especially in chicken and coffee. The company is testing hand-breaded wings, strips and a sandwich in several Chicago-area restaurants and plans to expand the trial to more locations in the U.S. and Ireland in early 2027, while executives also outline efforts to improve coffee with fresher beans and upgraded equipment.

Our earlier coverage of Walmart’s rising appeal amid persistent inflation highlighted how the retailer is using its value proposition to win market share while improving margins through higher-margin businesses and automation. We also noted Walmart’s push into digital services, including its AI-powered Sparky shopping assistant, as part of its shift toward a technology-led marketplace designed to lift customer basket sizes and support long-term growth.

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