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Arby’s

Developing Growth Strategy

Challenges

  • Arby’s was struggling to create profitable demand at both the consumer and franchisee levels. It had a “sleepy brand”
  • Historical Arby’s roast beef sandwich positioning hurt by general trend away from beef to other perceived “healthier” or “fresher” products
  • Newer concepts such as Quizno’s and Subway were growing rapidly

Approach

  • Conducted qualitative and quantitative research to identity growth opportunities
  • Evaluated list of growth options
  • Potential economic market value
  • Brand equity transfer potential
  • Organizational capabilities
  • Developed growth strategies

Result

  • Upgraded Arby’s brand experience
  • Developed promotional strategy aimed at target segments
  • Developed segmentation approach and defined target
  • Develop a plan to increase national advertising
  • Improved the in-store experience
  • Shifted from product development to category and lifecycle management

 

Case Study Arbys BuyWay