Leisure & Hospitality International - Spring 2015 - 41

A R B Y ' S R E STAU R A N T G R O U P

CREATING EXPERIENCES
Arby's restaurants focus on creating
high-quality food that cannot be easily
made at home. "We like to serve food
that is a bit of a twist on the familiar,"
Brown says. "Curly fries are a bit of a
twist on the fry - both literally and figuratively. Our Jamocha Shake came out
30 years before the Frappuccino came
out. It's a mix of coffee and a milkshake."
Its handcrafted sandwiches are also
a spin on the familiar. "We take inspiration from delis in that respect," Brown
notes. "That's the vision for the brand.
We aren't trying to be a deli, but it's
great inspiration."
Arby's has also been refining its
service culture to ensure each restaurant provides friendly service and has
a "neighborhood feel" to the place,
Brown explains. "We want to serve our

guests how they want to be served,"
Brown adds.
For the past two years, Arby's has
held "brand camps" that were created
to help team members understand
their roles and the reinvention of the
brand. During the half-day camp,
leaders explain the vision of the brand,
the work accomplished to achieve this
vision, service and product offerings,
and the new restaurant design.

BUILT TO LAST
Arby's has clearly defined its vision
to be a deli-inspired brand over the
long-term and that means more than
developing new food. The restaurant
design is also crucial in establishing its
place in the market to compete against
high-end QSRs and fast-casuals.
The new design, known as "Inspire,"

delivers fast-casual aesthetics while
employing QSR economics. To date,
Arby's has remodeled 30 company
restaurants in the new image and plans
to remodel 80 more this year, as well as
100 franchise restaurants.
In addition to the improved aesthetics and enhanced operational efficiencies of the new design, the brand is
exploring new formats that will allow
it to enter new markets. Arby's has
designed new locations that are as
small as 1,600 square feet and ideal for
urban locations.
Other new format examples include
the end-cap with a drive-thru and inline restaurants well suited for shopping centers and convenience store
locations. "These formats allow us to
compete in areas that Arby's historically not been able to go," Brown notes.

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