Through a series of dramatized special "breaking news" reports, the video addresses the basics of service and the importance of consistency and information when distributing a new product. These elements, says Arby’s, give the video a realistic, investigative reporting feel that instills the importance of quality service in the minds of employees. To create this effect, journalists from the imaginary television station WARBY highlight the restaurant’s approach to customer treatment, while detailing the positive service they receive as reporters and patrons of Arby’s.
The sixteen-minute video, by Media Lab of Hollywood, Florida, was developed by Cheryl Miller of Arby’s and her investigative support team of Dan Carey, Darren Vega, Carol Smith, and Rege Braun.
In addition to receiving the Gold Aurora Award, an additional Best of Show award went to Media Lab for their sales and demonstration tape, which included highlights from "Quest for the Best" and previous Arby’s programs.