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The 4-for-$4 deal is primarily designed to influence price sensitivity among customers. This promotional offering capitalizes on the psychological perception of value that comes with bundling food items at a lower price point. By providing four items for $4, Wendy's effectively targets customers who are looking for an affordable meal option, making the deal particularly appealing to budget-conscious consumers.

The strategy encourages customers to perceive they are getting more food for their money, which can lead to an increase in sales volume as those who may have previously chosen a different restaurant due to pricing considerations might opt for the 4-for-$4 deal. This can foster a habit of choosing Wendy's over competitors due to the perceived value offered.

While the deal may incidentally contribute to menu diversity and could impact service speed, the primary focus is on addressing concerns about cost, making it a strong example of how promotional deals can strategically target price-sensitive customers.