When Arby’s introduced its new Turkey Roasters sandwich nationally on Sept. 3, the chain was embarking on a new era — one with a clearer branding strategy and increased menu innovation. “This brand has had an identity crisis for the past few decades,” said Russ Klein, Arby’s chief marketing officer. “We’ve made the decision that we want to be a modern sandwich shop.” On Sept. 30, the company introduced a “Slicing Up Freshness” ...

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