Arby’s is going big on meat.
Arby’s Restaurant Group Inc., which struggled through the recession and was taken private by Roark Capital Group in 2011, is counting on protein-heavy fare to turn around the brand. Along with new double-meat deli sandwiches and national TV ads, it has recently revamped store uniforms and even started a one-day “brand camp” for its restaurant workers. Key to the company’s revival: meat — and not just roast beef.
“The brand has been so narrowly defined historically just by roast beef,” Chief Executive Officer Paul Brown said in a phone interview. “Having different proteins is a huge focus now.”
To read the rest of the story, please go to: Bloomberg Businessweek
