Let there be no doubt what Arby’s offers.

The Atlanta-based sandwich chain launched a new branding campaign on July 28 that’s built around the tagline, “We have the meats” and the hashtag “#Meatcraft,” to launch its latest lineup of limited-time offers, the Mega Meat Stacks.

The new sandwiches include the Triple Stack, with turkey, roast beef, pepper bacon, lettuce, tomato and mayonnaise on honey-wheat bread; the Club Stack, with ham, turkey, Swiss cheese, pepper bacon, lettuce, tomato and mayonnaise on a wheat bun; and the Reuben Super Stack, with corned beef and turkey, Swiss cheese, sauerkraut and Thousand Island dressing on marble-rye bread.

The 50-year-old brand long has been known for its signature roast beef, but the “We have the meats” campaign is calling attention to the seven meats it also serves on the menu, including smoked brisket, Angus steak, corned beef, roast turkey, pepper bacon, chicken and ham.

“At Arby’s, the meat makes the sandwich,” corporate executive chef Neville Craw said in a statement. “But in a world of amazing meats, how do you choose just one? Our Meatcraft goes beyond our famous roast beef. The new Mega Meat Stacks sandwiches personify what we do best: delicious, high-quality meat sandwiches.”

More recent menu innovation at Arby’s included the Smokehouse Brisket sandwich, which the chain called its most successful new-product launch in its history and which it has brought back to its domestic system of approximately 3,300 locations. Following the success of the campaign, chief marketing officer Rob Lynch told Nation’s Restaurant News that the Smokehouse Brisket had set the “gold standard” for more premium products Arby’s would aspire to create to attract new customers and lapsed users.

The new positioning and marketing campaign also come at a time when Arby’s is pursuing a comprehensive remodeling program meant to further elevate the brand into a restaurant industry niche that attempts to combine the most appealing parts of the fast-casual and quick-service segment.

New commercials for the “We have the meats” positioning and for the Mega Meat Stacks combine quality-focused food shots and humor. In the spots, the camera focuses in tight on hunks of corned beef, roast turkey, brisket or chicken breast, while a deep-bass voiceover asks the viewer, “Did the meats scare you? Are you intimidated by their might?” The voice ends another spot by describing Arby’s meats as “proud, mighty and garnished with curly fries.”

“Arby’s lovers are a diverse group of people, ranging from adventurous eaters to classic roast beef loyalists,” Lynch said in a statement. “Our new look and emphasis on Meatcraft brings together everything our guests love about Arby’s: a uniquely Arby’s experience driven by our passion for hand-crafted, craveable sandwiches, sauces and sides that showcase our meats as the heroes we know they are.”

Arby’s, a subsidiary of Atlanta-based Roark Capital Group, has more than 3,400 restaurants worldwide.

Contact Mark Brandau at mark.brandau@penton.com
Follow him on Twitter: @Mark_from_NRN