RISE - Menu Monitor

Menu Positioning |
Arby's is open for breakfast, lunch and dinner, featuring roast-beef sandwiches, chicken sandwiches, breakfast items,
potatoes, sides, desserts and shakes. Arby’s offers guests an alternative to traditional fast food with its signature menu items
including the Beef ’n Cheddar, Curly Fries and Jamocha shakes. Signature sauces include Horsey Sauce and Arby’s Sauce.
Arby’s upgraded Market Fresh sandwiches, salads and wraps are designed to appeal to a healthier lifestyle. Arby’s uses 100%
all-natural chicken in its salads, tenders, wraps and sandwiches, including the Chicken Cordon Bleu and Chicken Bacon and
Swiss. Popular choices include the Ultimate BLT, the Southwest Chicken Wrap and the Martha’s Vineyard Salad, with sliced
almonds and raspberry vinaigrette. The kids' menu features a new meal offering deli-style Market Fresh Mini Sandwiches in
ham and cheese or turkey and cheese versions; each is served on crustless honey-wheat bread with milk or juice and a fruit
cup of seedless red grapes and diced apples. Menu prices range from $1.39–$5.49. Checks average $5.
Expansion Plans |
Arby’s Restaurant Group Inc. has agreed to open 63 new units throughout the U.S. The number includes six new and 27
existing franchisees for Arby’s units in California, Arizona, Illinois, Georgia, Indiana, Florida, Iowa, Louisiana, Kentucky,
Michigan, Maryland, New Mexico, Oregon, New York, Tennessee, the Carolinas, South Dakota, Texas and the Virginias.
There are approximately 3,600 Arby’s restaurants worldwide. (Qsrmagazine.com 5/9/07)
Arby’s plans to add 354 units by 2013. The chain will develop 25 units in 2008 and has more than 350 new units committed to
franchisees in the next five years. (Costar.com 8/20/07)
Promotion Plans |
Arby’s is offering coupons for $1 off a roast beef choice, three for $5 Beef ‘n Cheddars, three for $4 Regular Roast Beefs, 99¢
Junior Roast Beefs, $1 off a French Dip Sandwich, 50¢ off a Market Fresh Sandwich or Wrap, 99¢ medium Curly fries and 50¢
off a chicken choice. The coupons are valid through February 26. (Company Release 2/15/07)
Arby’s will offer free medium curly fries on “Matt’s Monday.” The restaurant will only offer the item after the Nextel or Busch
Series race and only if Matt Kenseth wins a race. Customers redeeming the free food must bring in a printed copy of the
official race results as their coupon. (Company Release 2/15/07)
Arby’s is offering two new flatbread sandwiches and a chance to attend the Academy of Country Music Awards. The
sandwiches, Fajita Beef Flatbread melt and Philly Beef Flatbread Melt, are priced at $3.49 and are available until April 14.
(Company Release 3/2/07)
Arby’s sent discount cards to about 300,000 residents in Allen, Huntington and Whitley counties in Indiana. The cards, which
hang on key chains, can be used to receive discounts on Arby’s sandwiches or for free drinks until the end of July. Arby’s is
supporting the initiative with regional promotions including TV ads and coupons. (FortWayne.com 3/12/07)
Arby’s employed NASCAR driver Matt Kenseth on July 26 in one of its restaurants nationwide to promote its Popcorn Chicken
Shakers item. Kenseth was working the drive-thru in one of the chain’s locations and was handing out free samples of the new
item. At the time of the promotion, customers had to find Kenseth; to them, he could have been at any of Arby’s locations.
(Company Release 7/24/07)
Arby’s is promoting its Popcorn Chicken Shakers with a buy-one-get-one-for-17¢ coupon. The coupon is valid through August
5 and is available on Arby’s website. (Company Website 7/23/07)
Arby’s is offering its customers a chance to win one of hundreds of prizes, including a 2008 Ford Mustang in the “Clean Out
Matt’s Garage” sweepstakes. Customers who upsize their combo to a 32-oz. beverage and large order of curly fries. Each 32-
oz. cup is printed with a peel-and-win sticker that will instantly tell customers if they have won free Arby’s products. The
stickers also have codes that customers can use to download free music and enter for a chance to win the 2008 Ford
Mustang. The promotion is tied to NASCAR driver Matt Kenseth, who is sponsored by Arby’s. It will run through November 30.
(Company Release 10/18/07)
Arby’s is giving away free curly fries as part of the Matt’s Monday NASCAR promotion. The event is held the Monday after
each Matt Kenseth NASCAR win in 2007. At participating stores on November 19, a free medium-size order of curly fries will
be given to each customer presenting the official results of Matt Kenseth’s NASCAR win at the Ford 400 in Miami. This
promotion marks the third time Kenseth has won “curly fries for America.” (Businesswire.com 11/19/07)
©Technomic Information Services 2007, CIS profiles may not be copied or distributed in any print or electronic format without a license or written consent.
Technomic believes that its sources of information are reliable, but does not assume any responsibility or liability for the accuracy of the information
published.
18