Industry News | February 27, 2009

Arby's Battles McDonald's for Burger Business

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With the launch of Roastburger sandwiches, Arby’s is providing consumers with what they crave--a change in fast food. According to a recent survey from Kelton Research, people are looking for something different than standard burgers and fast-food fare. To accommodate consumer tastes, Arby’s has added three signature oven-roasted, freshly sliced roast beef Roastburgers to its menu.

The survey revealed that more than half (55 percent) of burger lovers said fast-food burgers can be too greasy, while 40 percent said they can be too dry. In addition, 45 percent of respondents said their number one fast food ‘beef’ is the quality of meat. With Roastburgers, fast food fans finally have a refreshing departure from the standard burger.

Never fried or greasy, Arby’s Roastburger sandwiches are available in three delicious varieties:

  • All-American Roastburger – Features Arby’s thinly sliced, oven-roasted roast beef with fresh lettuce, tomato, pickle, onion, ketchup, mustard, and a secret sauce served on a specialty roll
  • Bacon and Bleu Cheese Roastburger – Also boasts Arby’s classic roast beef, but this flavorful ‘burger’ is prepared with pepper bacon, a tangy bleu cheese spread, lettuce, tomato and onion on a specialty roll
  • Bacon and Cheddar Roastburger – Is served piled high with Arby’s signature roast beef as well as pepper bacon, cheddar cheese, lettuce, tomato and onion on a specialty roll

“Roastburgers offer a tasty new way for burger lovers to satisfy their cravings while avoiding burger boredom,” says Steve Davis, Arby’s Chief Marketing Officer. “At Arby’s, we’re always looking for new ways to offer our customers something different and better in fast food.”

Arby’s is going head-to-head with its competitors’ hamburgers in its new advertising to launch Roastburgers. A live-action television ad called “Warning” shows a frozen hamburger patty flying through an Arby’s restaurant window. Tied to the patty is a note that says: “Stop making the new Arby’s Roastburger, or else.” Workers toss the patty into a bucket already full of other competitors’ frozen patties, mutter a combined “ooooh, scary,” and then begin laughing. The commercial then focuses on product shots of Roastburgers to show how the competition is getting nervous about Arby’s.