Tissue webs, such as are useful for making bath tissue, can be surface-treated in a pattern with selected papermaking chemicals, such as debonders and strength agents, to selectively improve the directional properties of the resulting tissue product, particularly the cross-machine direction strength properties. The pattern can be applied to the tissue sheet by spraying the selected chemical outwardly through a pattern of open areas in the shell of a rotating hollow roll, where the pattern of open areas corresponds to the desired pattern of chemical deposited on the surface of the tissue web.