Arby’s has deemed its Smokehouse Brisket sandwich its most successful new product in company history.

The limited-time offer lifted year-over-year same-store sales more than 12 percent during the promotion, according to a company spokesman.

The sandwich, introduced in October and available as late as January in some cases, consists of smoked USDA Choice and USDA Select brisket, smoked Gouda cheese, barbecue sauce and crispy onions. During the month-long promotion period it was part of approximately one in every five transactions at the 3,354-unit quick-service chain chain, the spokesman said.

The item was priced at a suggested $5.29, or $7.49 in a combo with a small drink and fries.

Given the sandwich’s success, the company will reprise the sandwich later this year, the spokesman said, although an exact date is not yet planned.

Arby’s senior vice president of product development and innovation Len Van Popering and corporate executive chef and director of product development Neville Craw recently discussed the sandwich with Nation’s Restaurant News.

From left: Neville Craw, Arby's corporate executive chef and director of product development, and Len Van Popering, Arby's senior vice president of product development and innovation

How did you develop the sandwich?

Len Van Popering: We initiated development by trying to understand the flavors and taste experiences that would resonate most with our guests. What we uncovered was that delivering layers of smoky flavor was something that was very appealing to our guests.

We landed on a 13-hour hickory smoked brisket with smoked Gouda, barbecue sauce and crispy onions. It has been really the perfect marriage of flavors to deliver a delicious, cravable, smoky sandwich.