Chain Restaurants

Arby's is now fresh!


More from Chain Restaurants

Chain Restaurants

Arby's is now fresh!

ipsedixit | | Oct 2, 2012 02:16 PM

Looks like Arby's is getting a makeover and is going to be stressing its "freshness"

From the Huffington Post:


In March, Klein decided to make the fresh slicing the centerpiece of his first full ad campaign for Arby's. The results of that decision, and the work he and his team have done in the last seven months, were revealed this week and are visible in the videos embedded above and below. Like a recent ad series by Pizza Hut, they're quite explicit about the contrast with Subway.

The ad campaign is just one facet of a broader effort to revive Arby's, which private equity firm Roark Capital bought from Wendy's for just $130 million in June 2011, after several years of double-digit sales declines at the stores. The chain recently got a new logo and is currently, like several of its peers, experimenting with new store designs. It introduced its first-ever hot roasted turkey sandwich this past month.

The central goal of these changes is to encourage the most enthusiastic Arby's customers, who Klein puts in a category he calls "Modern Traditional," to eat there more often. Right now, about 20 percent of Arby's customers visit the chain at least six times a month -- generating two-thirds of the company's sales.

You wouldn't think that you'd be able to get this core customer to come any more often than that. But research shows that these same customers actually eat out 40 to 50 times per month, including at Subway, so Klein is confident that a canny marketing strategy can increase that number significantly.


Read the full thing here: