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Shelly Thobe, who leads hamburgers at Wendy's, said during the same presentation that breads and buns are important visual cues for customers who tend to "eat with their eyes." She said that the pretzel bun would let Wendy's offer something other chains don't have. As another example of its work in bread, Lewis outlined the company's plans to use flatbreads with chicken. "Grilled chicken on a hamburger bun is yesterday's news," he said. "We're going to explore flatbread as the carrier for grilled chicken." Even as Wendy's pushes to reinvent itself, however, the value menus remain a staple for the chain and the broader fast-food industry. But in a nod to rising costs for ingredients, Wendy's recently did away with the "99-cent" menu in favor of a value menu called "Right Size Right Price" to give it more flexibility in offering foods at prices up to $2.
[Associated
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