Arby’s has finally found the beef. Just two years after overhauling its media strategy, the fast food chain is boasting increased sales and younger customers. After bouncing between slogans, strategy and logos, Arby’s made a push to reclaim its place in the QSR industry through a new campaign, using the slogan “We Have The Meats.”
The chain needed the upgrade—Arby’s stores were losing $150,000 per restaurant in sales over a four-year period, according to Adweek. “Our customers were not loving Arby’s for a very long time,” said Robert Lynch, Arby’s Restaurant Group brand president and CMO, recently at the ANA Masters of Marketing Annual Conference in Orlando. The turnaround came after Arby’s signed on with Fallon advertising agency, which replaced Crispin Porter + Bogusky. Broadcast radio is an integral part of Arby’s new advertising strategy, including DJ endorsement ads talking up smokehouse brisket sandwiches and other menu items as part of the campaign.
During the first half of the year, Arby’s aired more than 36,000 radio spots, according to Media Monitors. Quick service restaurants are one of radio’s biggest categories; Wendy’s, Burger King and Taco Bell are among the most frequent radio advertisers. Arby’s works with a much smaller budget than those competitors.
Since the new campaign launched, Lynch says 50% of customers are now under 35, compared to 35% two years ago, and he says sales are up, according to Adweek. Some of that may be attributed to Arby’s digital efforts. The company offers some quirky content online, engaging in social media banter with former “Daily Show” host Jon Stewart, who often chided the chain on his show, and rapper Pharrell Williams, who wore a hat to the 2004 Grammys awards that resembled the chain’s logo.