Restaurant chains emphasize lower-return menu itemsRestaurant chains emphasize lower-return menu items

Wendy’s first-quarter sales results demonstrated how critical it is for restaurant operators to reach value-conscious consumers — even if it means intentionally creating a marketing imbalance weighted toward low-margin menu items and value menus.

The Dublin, Ohio-based chain said it drove its highest level of chicken sandwich sales in nine years by actively promoting its Flatbread Grilled Chicken Sandwich limited-time offerings, even as fewer customers ordered from its Right Price Right Size value menu.

However, the 6,500-unit chain found that the decline in value-menu transactions did not represent customers trading up to higher-priced items. Instead, they had defected to rivals advertising their own low price points, like McDonald’s.

“It’...