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(Adweek)   Arby's reboots marketing strategy, wants new ad agency to help raise its low profile in fast food. In related news, Arby was wasting over $100 million annually on ineffectual advertising   (adweek.com) divider line 109
    More: Obvious, Arby  
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1017 clicks; posted to Business » on 24 Oct 2013 at 12:53 AM (43 weeks ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2013-10-23 09:11:34 PM
That $100 million would be better spent revamping their menu.

/ luvs me a roast beef sandwich
// too bad Arby's doesn't have any
 
2013-10-23 09:15:10 PM
I would eat Arby's more often if the beef and cheddar didn't give me such horrendous gas.
 
2013-10-23 09:17:37 PM
When's the next grab-n-go campaign?

www.dadsbigplan.com
 
2013-10-23 09:19:00 PM

Snotnose: That $100 million would be better spent revamping their menu.

/ luvs me a roast beef sandwich
// too bad Arby's doesn't have any


I live in a small town where our first fast-food enterprise was an Arby's, in 1987 or so. The food was so crappy, but they were making money hand over fist in their monopoly. When McDonald's finally came along in the late 90s, it was considered gourmet.

Taco Bell came and closed in the first year because we have like 8 New Mexico cuisine restaurants in town. I still, for the life of me, can't figure out why Arby's is still open. I really believe it's a money-laundering front here. Who's going to suspect an Arby's in a small town?
 
2013-10-23 09:20:53 PM
For road food, late night 'back from the bar' food. Arby's is pretty damn good. The normal roast beast with no cheese and arby and horseraddish sauce is good.


They used to do a Gyro sandwich was while wasn't outstanding, it was top notch; compared to mom/pop places; for a drive through chain store it was damn good.
 
2013-10-23 09:39:14 PM
Loves me some Arby's sauce. Goes great with their curly fries.
 
NFA [TotalFark]
2013-10-23 10:12:01 PM
I'm not a fast food person nor do I buy things because I see them in ads.  HOWEVER, I did see an advertisement for an Arby's brisket sandwich which looked pretty good.  So I tried it and it was in fact pretty darn good.

I've never really found brisket sandwiches appealing so I was very curious as to whether they were good at other places.

The next day I tried a brisket sandwich from my favorite local BBQ joint and the Arby's was better.  The third day I tried the brisket sandwich at my second favorite BBQ place and that brisket sandwich was better than the Arby's sandwich but did cost a little more and the sides were better than Arby's sides.
 
2013-10-24 12:07:09 AM
I really thought they solved all their problems when they hired this guy:

bodietl.net
 
2013-10-24 12:10:51 AM
So in the past few years, we get a talking oven mitt, some dude singing over the end of their ads, and a "legendary detective" saying how much better Arby's is over Subway.

and they're still hemmoraging ad money?

encrypted-tbn1.gstatic.com
 
2013-10-24 12:58:43 AM
Jamocha Shake.

That is all.
 
2013-10-24 12:59:34 AM
It's hard to market a product that sucks, but it's possible. For example here's a slogan: "Arby's. Because you have to eat, and it's there."
 
2013-10-24 01:00:29 AM
I love me some Arby's. I guess I'm in the minority here, because our Arby's closed (though that was during the height of the recession).

Hated the Good Mood Food jingles, but "Putting on my Arby's hat" is still said by my family whenever we find one to eat at.

They having farking Hardee's down here, though. I miss that, too. I'd take their fast food burgers over almost any other chain.
 
2013-10-24 01:06:26 AM
Damn. Now why did I go to google image search for arbys? Drooling, so off to eat....

*images may not depict actual food from da joint.
 
2013-10-24 01:12:04 AM
Arbys is decent, when you can find one..
 
2013-10-24 01:18:04 AM
Arby's advertises? Really?
 
2013-10-24 01:26:14 AM
Whenever I hear about or drive past an Arby's, I immediately think of the following:

People do crazy things in commercials. Like eat at Arby's. -- Marge Simpson

I wasn't aware that Arby's still advertised.  Three relative near me closed down.  Two of which looked like they were trying to become independent for a bit, but also ultimately closed down.
 
2013-10-24 01:26:27 AM

Tarkus: Arby's advertises? Really?


All the time here.  Though it's all during the local breaks and I'm in a city with just as many Arby's as McDonalds.  Not sure how they all make enough money to stay open though.
 
2013-10-24 01:40:12 AM
Arby's is delicious food.  I'm pretty sure nothing in my sandwich is actually meat, but it is delicious.
 
2013-10-24 01:41:49 AM
I get Arby'shiatting Subway over having no meat slicer, but where exactly is Arby's smoker on property?
 
2013-10-24 01:43:49 AM
I had Arby'shiatting Subway.  Nice spell correction Drew ;).
 
2013-10-24 01:44:24 AM
Laught hitting.
 
2013-10-24 01:47:06 AM
I never understood the decline of Roy Roger's Restaurants. Damn fine roast beef.  Good Sauce. Good fries.

They had a glass oven going on the counter, and you could see it was a real piece of beef instead of some loaf thing from a bag.

Now you only seem to see them at turnpike rest areas.
 
2013-10-24 01:47:31 AM
The Arby's in San Francisco closed years ago I never cared to see if they have other locations in the Bay Area.
 
2013-10-24 02:21:18 AM

Snotnose: That $100 million would be better spent revamping their menu.

/ luvs me a roast beef sandwich
// too bad Arby's doesn't have any


This.

Back in the day Arby's was the bomb. Go back to using at least medium grade roast beef and good buns, advertise that you are going back to what Arby's really was, and you might be able to make a come back.

/Disclaimer, from what I understand, some Arby's do actually use quality roast beef and buns still. Most of those are in the South, can anybody verify?
 
2013-10-24 02:55:50 AM

47 is the new 42: Whenever I hear about or drive past an Arby's, I immediately think of the following:

People do crazy things in commercials. Like eat at Arby's. -- Marge Simpson

I wasn't aware that Arby's still advertised.  Three relative near me closed down.  Two of which looked like they were trying to become independent for a bit, but also ultimately closed down.


The Simpsons bash Arby's and ASU mercilessly.

I like the episode where the kids get stranded on the island a la Lord of the Flies, and the weird twin girls (I believe) say, "I'm so hungry, I could eat at Arby's." Then the other kids all scream, "AAAAAAAHHH!"
 
2013-10-24 03:12:18 AM

HawgWild: Loves me some Arby's sauce. Goes great with their curly fries.


I don't think I've eaten at an Arby's in maybe 25 - 30 years, but I do remember that I liked the sauces. There was a red one that was kind of sweet, but not bbq saucy, and another one that was like a mild horseradish. If I could buy the sauces and put it on my own actual roast beef sandwiches...perfection!
 
2013-10-24 04:30:53 AM

ongbok: Snotnose: That $100 million would be better spent revamping their menu.

/ luvs me a roast beef sandwich
// too bad Arby's doesn't have any

This.

Back in the day Arby's was the bomb. Go back to using at least medium grade roast beef and good buns, advertise that you are going back to what Arby's really was, and you might be able to make a come back.

/Disclaimer, from what I understand, some Arby's do actually use quality roast beef and buns still. Most of those are in the South, can anybody verify?


Arby's roast beef sandwiches are great, as long as you put your own cheese on them. We don't like the melted glop they call cheese so we get the plain ones. Down here in NC nearly every small town has two fast food places; Hardees and Arby's. Their new sandwiches are pretty good too.

/ask for extra horsey sauce
//good stuff on nearly anything
 
2013-10-24 06:16:34 AM
Curley fries, morons.
Market the curley fries like a cult fetish item and win, win, win.
 
2013-10-24 06:41:58 AM

silvervial: HawgWild: Loves me some Arby's sauce. Goes great with their curly fries.

I don't think I've eaten at an Arby's in maybe 25 - 30 years, but I do remember that I liked the sauces. There was a red one that was kind of sweet, but not bbq saucy, and another one that was like a mild horseradish. If I could buy the sauces and put it on my own actual roast beef sandwiches...perfection!


Go to Arby's.  Order one sandwich.  Get about 40 to go packets of their sauce, or, even better, head inside, bring a small container, and just use the dispensing station to fill it up when no one is looking.  Not like the minimum wage kids are going to say anything.
 
2013-10-24 07:21:37 AM

demaL-demaL-yeH: Jamocha Shake.

That is all.


Over in however many it was
 
2013-10-24 07:35:23 AM
They should open more places. None near me.
 
2013-10-24 07:48:58 AM
"Arby's annual media spending is estimated at more than $100 million."

I have no clue where that money is going, I haven't seen an Arby's ad, be it TV, radio, print or online, in years.

I love their beef n cheddar though, and their curly fries are the best!
 
2013-10-24 07:50:28 AM
I worked at an Arby's as a teen a long time ago. Back then they did slow roast the beef, someone is scheduled to go in at like 5am or something to start the roast beef.

CSB

One day I show up for my shift at 10am and the manager was in melt down. The 5am guy had been a no show and there was no roast beef for opening in 30 minutes. So heat tossed a bunch in the oven and set the temp to nuclear. We basically served burnt beef jerky sandwiches for half the day lol. No customers complained that I remember.

Another time we ran out of the mix for jamocha shakes so same manager poured HOT coffee into the milkshake machine.

/love the RB sandwiches and curly fries, never eaten any of the other stuff
 
2013-10-24 07:59:52 AM
Jack in the Box has WAY worse food than Arby's, and yet they have great advertising. Hardee's turned around its roast beef and chicken image to appeal to the macho construction worker set with gross, giant burgers. So there's hope.

Arby's problem has always been that they have a new set of managers every year who want to undo the changes of the previous year. A few years ago, they were all about the roast beef. Then, they were all about trying to have the best chicken sandwich (despite failing to offer a viable alternative to Chick-fil-A's undisputed champ). Then, they tried to launch an alternative to the burger using roast beef. Then, they realized their prices were too high and tried to create a "me-too" value menu. Then, they decided to target Subway customers instead of McDonald's customers and came up with some ludicrous nonsense about how their food was healthier. And so on down the line.

I'm sure their ad firms tell them this every year, but they need to:
1) Establish what consumers really think of their brand, both good and bad.
2) Decide what they want perceived as in the years 2020 and 2030.
3) Focus on that strategy and stop changing course.

Their messaging needs to be consistent. Their product lines need to stop changing. Their target market needs to be clearly defined. Their service needs to get better. Their prices need to get lower. And their management needs to quit messing with the brand and instead focus on making the experience better so that consumers aren't walking out of Arby's feeling like they never want to go back.
 
2013-10-24 08:04:40 AM
My biggest complaints about Arby's are:
1) For whatever reason the restaurants are kept at 50F.  I hate having to bring a coat in the summer to eat there.
2) Their coupons are absolutely useless.  5 sandwiches for $5 is a good deal if you happen to be the guy with 4 friends who do not want fries.

Vlad_the_Inaner: I never understood the decline of Roy Roger's Restaurants. Damn fine roast beef.  Good Sauce. Good fries.

They had a glass oven going on the counter, and you could see it was a real piece of beef instead of some loaf thing from a bag.

Now you only seem to see them at turnpike rest areas.


I make a yearly pilgrimage to the free standing location in Westminster MD.  It is by far my favorite restaurant.  Better chicken than Popeyes/KFC, better roast beef than Arbys, and better fries than any other fast food chain.

I'll never forgive Hardees from buying and ruining Roy Rogers.
 
2013-10-24 08:25:09 AM

DanZero: So in the past few years, we get a talking oven mitt, some dude singing over the end of their ads, and a "legendary detective" saying how much better Arby's is over Subway.

and they're still hemmoraging ad money?

[encrypted-tbn1.gstatic.com image 238x211]


The singing guy was amusing and the glove was OK, I don't get the detective at all. There is a Culver's a block away from the Arbys here so I go there instead.
 
2013-10-24 08:41:05 AM
After Taco Bell, Arby's is my favorite fast food.  Don't understand the arby's hate.
 
2013-10-24 08:51:10 AM
Isn't Arbys the one that uses that red head to sell their food now?  She is pretty effective, maybe not effective in selling sandwiches nor creating brand identity but effective nonetheless.

Arbys wishes they were Rax.  I miss me some BBC.
 
2013-10-24 08:52:07 AM

ReapTheChaos: I have no clue where that money is going, I haven't seen an Arby's ad, be it TV, radio, print or online, in years.


Apparently all to the KC region.  All the bleedin time around here.  I think they were on like every other break during March Madness last year.
 
2013-10-24 09:01:33 AM
We have none in Vermont. I check their website for a location. Put in QE for quebec, and get redirected to the mid west.
and WTF do you need so many Arbyses out there for and not have ONE in Vermont?
I mean, they stack them on top of each other like Starbuckses.
 
2013-10-24 09:03:46 AM
Maybe they try selling something that doesn't taste like a salt like in salt sauce heavily salted.
 
2013-10-24 09:08:46 AM

vudukungfu: We have none in Vermont. I check their website for a location. Put in QE for quebec, and get redirected to the mid west.
and WTF do you need so many Arbyses out there for and not have ONE in Vermont?
I mean, they stack them on top of each other like Starbuckses.


Because of the 600 people in Vermont, only about nine of them want an Arby's sammich.
 
2013-10-24 09:13:23 AM
images2.wikia.nocookie.net
Feels like an Arby's night
 
2013-10-24 09:18:46 AM
When I was in high school, Arby's would still sell 5 Regulars for $5 every now and then. Damn, we would hit it hard when they did. Me and friends would roll through, order like 25-30 Regulars, head back to the house and just chow down while we tried to beat the Eagle Level in Ninja Gaiden or whatever.
 
2013-10-24 09:39:20 AM

Shostie: I would eat Arby's more often if the beef and cheddar didn't give me such horrendous gas.



Bacon, Beef and Cheddar is the best sandwich in fast food, hands down.

It also gives me massive gas for about 6 hours finished off with a bad squirts experience.

Get one ~ once a month :)
 
2013-10-24 09:39:38 AM

Saiga410: Isn't Arbys the one that uses that red head to sell their food now?  She is pretty effective, maybe not effective in selling sandwiches nor creating brand identity but effective nonetheless.

Arbys wishes they were Rax.  I miss me some BBC.


I knew it.
 
2013-10-24 10:05:12 AM
Arby's is still a thing? I travel all over the Bay Area and know of only one: on Mission Blvd between 880 and 680. Never stop there, though, as my favorite fast food poison is Burger King's Chicken Tenders with Ranch.
 
2013-10-24 10:14:05 AM

secularsage: Jack in the Box has WAY worse food than Arby's, and yet they have great advertising. Hardee's turned around its roast beef and chicken image to appeal to the macho construction worker set with gross, giant burgers. So there's hope.

Arby's problem has always been that they have a new set of managers every year who want to undo the changes of the previous year. A few years ago, they were all about the roast beef. Then, they were all about trying to have the best chicken sandwich (despite failing to offer a viable alternative to Chick-fil-A's undisputed champ). Then, they tried to launch an alternative to the burger using roast beef. Then, they realized their prices were too high and tried to create a "me-too" value menu. Then, they decided to target Subway customers instead of McDonald's customers and came up with some ludicrous nonsense about how their food was healthier. And so on down the line.

I'm sure their ad firms tell them this every year, but they need to:
1) Establish what consumers really think of their brand, both good and bad.
2) Decide what they want perceived as in the years 2020 and 2030.
3) Focus on that strategy and stop changing course.

Their messaging needs to be consistent. Their product lines need to stop changing. Their target market needs to be clearly defined. Their service needs to get better. Their prices need to get lower. And their management needs to quit messing with the brand and instead focus on making the experience better so that consumers aren't walking out of Arby's feeling like they never want to go back.


Their marketfresh sandwiches(or whatever they call them) are basically the best thing they have going outside of the classic fare, and I thought they did pretty good for a while when they really pushed them, but then they changed strategies like 15 times in the intervening years.  Anyways, stick to the sandwiches, no one else effectively does that(their competition on that is boston market, I guess, because Subway is something different entirely) and push the roast beef for what it is rather than trying to use their ads as hit pieces against competition.

Subway stopped trying to measure themselves against the competition and stopped identifying themselves as a burger alternative and picked a road and stuck with it(healthy and your own way) along with simple advertising that supports the road they chose, and now Subway is the number one fast food chain worldwide.
 
2013-10-24 10:25:21 AM

eikni: I had Arby'shiatting Subway.  Nice spell correction Drew ;).


Filter pwnage always makes me laugh.

/Also doesn't understand the Arby's hate.
 
2013-10-24 10:36:32 AM
Step 1: Bring back the King Hawaiian
Step 2: Go directly to Step 3
Step 3: Profit
 
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