Buns in the oven: expecting a new product line, Arby's delivers a fresh branding campaign. (Storyboard).

Chain Leader, May, 2003 by Littman, Margaret

 
SNAPSHOT 
 
CONCEPT 
Arby's 
 
COMPANY 
Triarc Restaurant 
Group, Fort 
Lauderdale, Fla. 
 
2002 
SYSTEMWIDE SALES 
$2.8 billion 
 
2003 
SYSTEMWIDE SALES 
$2.95 billion * 
 
TOTAL UNITS 
3,300 
 
AVERAGE 
UNIT VOLUME 
$825,000 
 
AVERAGE CHECK 
$4.82 
 
AD AGENCY 
Doner Advertising, 
Southfield, Mich. 
 
2003 AD BUDGET 
$85 million 
 
EXPANSION PLANS 
300 more units in 
the next three years 
 
* Chain Leader estimate 

Arby's is expecting hot sandwiches on artisan-baked rolls later this year, but it has already started sending out the announcements. The 11th-largest chain in the country is spending $85 million to herald the first in its line of new sandwiches and give birth to a new branding campaign.

The cost is more than five times what Arby's spent on its...

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