If I could get my hands on one brand, without a doubt, it would be Arby's.
Where do I begin with Arby’s brand problems? I could talk about it for hours and have, but it’s actually very simple at the core. Inexplicably, Arby’s refuses to build it’s brand around Roast Beef.
Roast Beef is what Arby’s was founded on. It’s name is even “R.B.” And it’s the only fast food chain that is known for its roast beef product. Yet Arby’s refuses to market itself around roast beef. Every ad I see for Arby’s is about some new salad or some turkey or fish sandwich. This would be like Chick-fil-A refusing to market its Chicken Sandwich – the one thing it does better than anyone else.
Arby’s has gone through a host of taglines even in recent years, including “Good Mood Food” and “Slicing up Freshness”. How about something, anything that has roast beef in it – it could be as simple as “The Best Roast Beef”. Again, imagine Chick-fil-A all of a sudden removing it’s “Eat Mor Chikin” cow campaign in favor of a “Feel Good While You Eat” campaign. That’s basically What Arby’s has done.
This past weekend, I had this conversation with my 9 year old son:
Me: Do you know what McDonalds is known for?
Me: Do you know what Chick-fil-A is known for?
Me: Do you know what Arby’s is known for?
The possibilities are endless for Arby’s if someone has the guts (read: common sense) to get back to the roots of the organization and build that brand around roast beef.