Industry News | June 6, 2000

Arby's "Adult Truths" a Success

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Arby's launch of its "Adult Truths" marketing and positioning campaign in early March of this year already appears to be a success for the chain and its franchisor, Triarc Restaurant Group. The television and radio spots are the culmination of three years of facility upgrades, menu enhancement, and in-store employee training, as well as extensive consumer research.

So, it comes as no surprise to the folks at Arby's that the first quarter of 2000 marked its thirteenth consecutive quarter of same-store sales increases—a position never before seen in Triarc's history. Clearly the store-to-store changes have not gone unnoticed by diners—Triarc's 1999 annual report shows systemwide sales growing (since 1996) at a rate of 5.4% annually to $2.3 billion.

The facelift for Arby's has been a lengthy, systematic process. The brand's new adult-focused strategy reflects every aspect of Arby's marketing, merchandising and in-store operations—from food quality and choices; to restaurant decor and architecture, POP design and packaging; to a heightened focus on hospitality and service.

"We're confident that this new campaign will be extraordinarily successful," says Lloyd Fritzmeier, president of Arby's Franchise Associates. "We're not trying to sell all things to all people-we're just intensifying our focus on Arby's core strengths and building upon its solid equity as the 'cut-above' fast food brand for more discriminating adults."

For now, consistent same store sales growth places Arby's in the top tier with its competitors, McDonald's, Burger King, and Wendy's.

A second phase of television spots supporting "Adult Truths" is scheduled for summer and fall 2000.