In this articleMCDQSR-CACMGDINA sign advertises meal deals at a McDonald's restaurant in Burbank, California, on July 22, 2024.Mario Tama | Getty ImagesRestaurant CEOs have become obsessed with the word "value" in explaining to investors why their sales lagged this quarter while sharing plans to revive traffic in the coming months.On McDonald's quarterly conference call last month, executives said the word "value" nearly 80 times, underscoring the fast-food giant's biggest priority.And McDonald's isn't alon ...