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Arby’s head of brand innovation, Ellen Rose, shares the keys to the chain’s successArby’s head of brand innovation, Ellen Rose, shares the keys to the chain’s success

Menu innovation and culturally relevant marketing keep the restaurants top of mind

Bret Thorn, Senior Food Editor

November 30, 2021

Arby’s was on track to hit 10 years of same-store sales growth when the pandemic hit, and through fast-thinking, menu innovation, marketing and some luck, they continued to see sales rise and they’re on track to hit an 11-year streak in 2022.

Ellen Rose, the quick-service chain’s vice president of brand innovation, said Arby’s was already ramping up third-party delivery before COVID arrived, and they also were testing a 2 for $6 everyday value menu that they fast-tracked.

Quick thinking by franchisees, such as using the plexiglass on the inside menu boards that no one was looking at as barriers at the drive-thru, also helped them power through the height of the pandemic.

The chain has continued to innovate with the launch of crinkle fries in the spring and, coinciding with McDonald’s nationwide McRib promotion, a Real Country Style Rib sandwich.

As if the unspoken jab at the Golden Arches wasn’t enough, Arby’s also marketed it with extreme limited-edition Smoke Sweats, which are sweats imbued with the aroma of smoke.

The chain also launched the RBs for Arby’s promotion, which sponsored college football running backs who said they were going to Arby’s.

Rose recently discussed those efforts and others that have helped the chain to succeed.

Related:How Arby’s transformed a viral TikTok moment into a new LTO

Contact Bret Thorn at [email protected] 

Follow him on Twitter: @foodwriterdiary

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About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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