The billions of dollars spent on restaurant-chain advertising have typically been focused on value, convenience, service or speed, but today, ads are more and more centered on the culinary characteristics of chains or menus. Burger King changed its “Have it your way” to “culinary collaboration,” for example, and Red Lobster isn’t touting casual-dining price points, but fishermen searching for the best seafood to place on the chain’s wood-fired grill. Taco ...

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