Leisure & Hospitality International - Spring 2015 - 40

A R B Y ' S R E S TAU R A N T G R OU P

www.arbys.com Revenue: $3.2 billion Headquarters: Atlanta
Employees: 70,000 Specialty: Handcrafted sandwiches

Finding
Inspiration

Arby's reinvents the brand by taking inspiration from delis
and upgrading its restaurant design. BY JANICE HOPPE

The roast beef sandwich is probably
the menu item that most comes to
mind when thinking about Arby's,
but the restaurant offers so much
more than that. "We have gone
through the process of thinking
about what the brand is and what
it should be," CEO Paul Brown says.
"Part of that is defining its rightful
place in the market and that ideal position is between a QSR and
fast-casual."
The Atlanta-based company has
been serving quality meats on handcrafted sandwiches since it opened
its first restaurant 50 years ago in
Boardman, Ohio. Arby's place in the
market is what the company refers
to as "fast-crafted." "The way we win
versus QSR is by having superior food
and convenient service," Brown explains. "Where we win versus fast-casual is that we have the same quality
of food, but more affordably priced
and more convenient."
Having established and carved out
its niche in the food industry, Arby's
is reinventing the brand. The company competes on both ends of the
spectrum and is focused on shaping
the brand to be successful against the
high-end QSRs and fast-casual restaurants. "We are reinventing the brand,
but doing it in a way that is true to
the original roots of the brand and it's
working," Brown says.

Paul Brown

CEO
"We are reinventing the brand,
but doing it in a way that is true
to the original roots of the brand
and it's working."
Arby's is developing new restaurant formats that will allow it to enter markets it has not been able to in the past.

40

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