Jump to content

Arby's gets a makeover


BroadSt_Bully

Recommended Posts

  • Replies 88
  • Created
  • Last Reply

On a side note, I worked at an Arby's for about 30 minutes. I watched a training video in "the back" (a short hall which served as an office, storage room, and smoking room) that was directly next to the food prep area. There were cigarette butts everywhere and the equipment was disgusting. I quit the next day and have never eaten at an Arby's since.

Link to comment
Share on other sites

I like the urban legend about how Arby's meat is a gelatinous fluid that is cooked into a remarkably beef-like substance.

I can neither confirm nor deny this. And I worked the kitchen fairly often — scary.

What I can say is that the "beefs" come in a thick plastic bag that is vacuum-sealed into a form that works best on a slicer (wish I could find a picture). It is then cooked in a convection oven for like 2 hours, and placed in a holding oven until it's ready to use. The "beef" juice that comes out of the bags when in the holding oven... words cannot describe the smell.

Needless to say, I only get the Marketfresh stuff if I eat there — that's actually real food.

Link to comment
Share on other sites

Arby's new slogan is "Slicing Up Freshness," emphasizing how they slice all of their roast beef and such in-store. Something tells me the apostrophe in the new logo is supposed to represent one of these:

tsm_the_sausage_maker_7_5_inch_electric_meat_slicer_64131_detail.gif

If that's the case, then bravo to that one detail.

I was talking to someone this morning and said the same thing. I'm pretty sure it's a meat slicer, which I find completely weird.

Link to comment
Share on other sites

Arby's new slogan is "Slicing Up Freshness," emphasizing how they slice all of their roast beef and such in-store. Something tells me the apostrophe in the new logo is supposed to represent one of these:

tsm_the_sausage_maker_7_5_inch_electric_meat_slicer_64131_detail.gif

If that's the case, then bravo to that one detail.

I was talking to someone this morning and said the same thing. I'm pretty sure it's a meat slicer, which I find completely weird.

NRN ran their story today. Here is part of their story on the rebrand:

“This brand has had an identity crisis for the past few decades,” said Russ Klein, Arby’s chief marketing officer. “We’ve made the decision that we want to be a modern sandwich shop.”

On Sept. 30, the company introduced a “Slicing Up Freshness” advertising campaign, which highlights the chain’s freshly sliced sandwich meat. Other quick-service restaurants, like Subway, slice it before the meat reaches stores. Freshly sliced meats, Klein said, is and always has been a clear competitive differentiator for the Arby’s brand.

The chain’s “Good Mood Food” campaign, which launched in early 2011, was discontinued in spring 2012, he added.

The roasters and rebranding are the result of a Boston Consulting Group study completed during fall 2011, Klein said. The study, conducted specifically for Arby’s, showed that the chain’s customers were “modern traditionalists"' he said.

“They’re not defined by age, ethnicity or gender,” he said. “They’re bound together by their value systems and their beliefs. They tend to skew a little bit older, and they tend to skew a little bit male … knowing who our consumer was a critical component of developing new product ideas.”

Turkey Roasters were a direct attempt to appeal to more female consumers, he said. “Turkey had a number of positive attributes,” he said. “It’s a nice complement to roast beef. It also skews toward high-income households.”

Commodity costs, including the rising price of beef, didn’t play into Arby’s decision to introduce the hot turkey sandwiches. “We don’t really use the cost of good fluctuations to decide the types of products that will go on our calendar,” he said.

“The number one reason companies stall is that they fail to innovate,” Klein said. “We don’t want to be caught short-handed when it come to meeting our objectives.”

The company plans to introduce 12 new menu items during 2013, he said.

Huh?

ASIDE: Now to go back two decades, does anyone else remember when Blimpie tried to challenge Subway, but it was one name with two slightly different concepts split geographically? Freshly sliced meats were a part of stores on one side of the nation, but not on the other.

Link to comment
Share on other sites

I understand going with a modern font to kinda match the branding they've been leaning towards in their commercials and packaging etc. but I think the lowercase a is what ruins it, besides the 3d/2d part.

They closed all the Arby's in like a 2 hr radius like 5-10 years ago :'(

It's so good and affordable! I have to make a stop every time I make a road trip. The world could be so cruel sometimes.

Link to comment
Share on other sites

A quick trip to Illustrator:

arbys-a.png

Would that have been so hard, arby's?

Bingo, nailed it. Companies seem to overthink these projects, when the best solution is right under their nose.

Link to comment
Share on other sites

Just found one of those "can't unsee this" features in the new logo. Check how the top part of the hat gets indented by the apostrophe in "Arby's." This whole thing seriously looks like they wanted to go modern, but didn't know how to do it.

arbys_logo_detail.png

Link to comment
Share on other sites

Archived

This topic is now archived and is closed to further replies.

Guest
This topic is now closed to further replies.



×
×
  • Create New...

Important Information

By using this site, you agree to our Terms of Use.