Arby's(R) Takes Ownership of Adult Fast Food Category With New Brand Positioning Campaign

'Adult Truths' Campaign Captures the Attention of Adults With

Discriminating Tastes

Mar 29, 2000, 00:00 ET from Arby's

    MISSISSAUGA, Ontario, March 29 /PRNewswire/ -- As the competition "dukes
 it out" over who can mount the biggest kiddie promotion, Arby's is launching
 an innovative brand positioning campaign to establish itself as the leader in
 a rapidly emerging industry niche -- adult fast food.
     The "Adult Truths" system-wide campaign was kicked-off March 5.  The
 cornerstone of the program is TV and radio advertising that utilizes the voice
 of Patricia Richardson, star of ABC's "Home Improvement."  The Arby's
 commercials, created by Doner Advertising (Southfield, Michigan, USA) utilize
 sophisticated humor and clever wordplay to position the brand as fast food for
 today's more discriminating adult tastes.  All spots feature the tagline:
 "Arby's.  Now that your tastes have grown-up.(TM)"
     The new campaign was borne out of more than one year's research with 1,800
 heavy fast food users about what it means to be a "grown-up" and how being
 "grown-up" impacts their fast food dining habits and attitudes.  The results
 of this extensive consumer research have helped to define and validate the
 core market positioning that Arby's has steadfastly maintained for over 36
     "Today's generation of baby boomers grew up with fast food, and they're
 comfortable with the convenience and the cost," said Jon May, CEO of Triarc
 Restaurant Group (TRG). "But they want more variety and taste, and they want a
 more sophisticated, relaxing dining experience.  At Arby's, we have always
 marketed to adults, so we're ideally positioned to capture a major segment of
 today's rapidly growing adult fast food market."
     The brand's new adult-focused strategy is reflected in every aspect of
 Arby's marketing, merchandising and in-store operations -- from food quality
 and choices; to restaurant decor and architecture, POP design and packaging;
 to a heightened focus on hospitality and service.  A comprehensive hospitality
 program to ensure better service launched in March, and new in-store graphics
 and tray-liners will debut in May.
     Part of the new positioning has also been a renewed focus on product
 development.  The brand is looking to expand the breadth of its  "adult-
 oriented" quick-serve menu.  Master Chef Anthony Seta was brought on as VP of
 Menu and Product development to oversee that growth.  In 1999, Arby's
 restaurants in Canada introduced a new line of appetizers that are now
 available in nearly all of the restaurants across the country and have helped
 attract new customers to Arby's.  The appetizers include Mozzarella Sticks,
 Jalapeno Bites(R) and Onion Petals that are more regularly seen on the menus
 of casual dining restaurants.  Also in test in several U.S. markets are a line
 of deli-style sandwiches called "Market Fresh."  The company is optimistic
 about their potential to further broaden the menu.
     "All of this positive momentum is a culmination of several years of effort
 upgrading facilities, improving training, and being more aggressive with our
 marketing activities," says Nancy Cogger, Vice-President and General Manager
 for Arby's, International.  "In Canada, the brand has enjoyed four consecutive
 years of same-store sales growth, and has increased free-standing unit volumes
 nearly nine percent during that period."
     Now that the brand is on a roll, aggressive expansion plans are also in
 the works.  According to Ms. Cogger, Arby's is actively recruiting new
 franchisees to fill in underdeveloped markets such as Halifax, Toronto and
     "Our recent successes, and the strength of the adult positioning of the
 brand make Arby's an attractive investment option for new franchisees and even
 veteran fast food operators of other concepts who have maxed-out their current
 territory.  This is a very exciting time for us at Arby's, and we're looking
 forward to continuing on this roll," Cogger said.
     Triarc Restaurant Group, a subsidiary of Triarc Companies, Inc.
 (NYSE:   TRY), franchises more than 3,200 single- and co-branded restaurants
 worldwide, including 123 restaurants in Canada and 40 more abroad.  Brands
 under the Triarc Restaurant Group umbrella are Arby's, Pasta Connection(TM)
 and T.J. Cinnamons(R).  Systemwide sales for 1999 were more than $2.2 billion.