Customers who order off the value menu at Wendy's typically also buy additional regular-menu items, the company says, a key reason for raising the profile of the lower-priced offerings. Wendy's recently scrapped its 99-cent menu in favor of a "Right Price Right Size" roster with products ranging from 99 cents to $1.99; the chain and rivals including McDonald's and Burger King have been tweaking their value menus to reflect higher food costs.

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