Arby’s perpetual quest for the right way to explain itself to fast-food customers continues as the chain this week introduces its latest ad slogan: “Slicing Up Freshness.” This successor to the previous attempt, “Good Mood Food,” comes with a not-new-but-modified logo that simply lowercases the “A” in Arby’s.
With the recent “Good Mood Food” and the earlier “I’m Thinking Arby’s,” the chain has sought a way to cast itself as an adult-friendly, higher-quality QSR that is different from competitors. Judging by its redesigned website, the chain’s new pitch isn’t focused on the menu. Instead, the key idea is that “Meat should be sliced in-store and not in some factory.”
This new emphasis on its on-premise slicing equipment rather than on its traditional roast beef menu comes as record-high beef prices have pushed the chain to add a new Turkey Roasters line of hot sandwiches.
The “Slicing Up Freshness” theme is the work of Miami ad agency Crispin, Porter + Bogusky which was given the nearly $100 million Arby’s account in February by Russ Klein without a formal review. Klein had joined Arby’s the previous month as chief marketing officer. In 2004, Klein had hired CP+B when he was the marketing chief at Burger King. He left BK in 2009; CP+B was let go in 2011.
“Good Mood Food” was created by former Arby’s agency BBDO, New York. When the campaign was introduced in February 2011, then-CMO Steve Davis explained that it was aimed at Arby’s target audience, whom he described as “Balance Seekers who want and need to eat fast food because of their busy lifestyles, but do not want to feel guilty about eating it.” Apparently, Balance Seekers also are concerned about when and where meat is sliced.
The Wendy’s Company sold the Arby’s brand in July 2011 to private-equity firm Roark Capital Group in a deal valued at $430 million. Wendy’s retained an 18.5% stake in Arby’s, however. According to researcher Technomic, Arby’s had 2011 U.S. sales of $3.03 billion from nearly 3,500 restaurants, putting it second in sales to Subway in the Sandwich category.