The Numbers Say It All: Arby's Is Not Just Roast Beef Anymore

29 May, 1998, 01:00 ET from Arby's

    FORT LAUDERDALE, Fla., May 29 /PRNewswire/ -- While Arby's(R) is best
 known for delivering delicious roast beef, recent systemwide numbers indicate
 that more and more customers are visiting Arby's for great chicken, too.
     During the last two years, the number of pounds of chicken consumed in the
 system indicate a definite increase in the popularity and sales of Arby's
 quality Select Chicken menu. From 1995 to 1996, the Arby's system experienced
 a 47 percent increase in the pounds of chicken consumed, from 15,310,000 to
 22,450,000. From 1995 to 1997, the number of pounds of chicken consumed
 increased 74 percent, to 26,700,000.
     "We can mark where the change began," said Jeff Spotz, President of Arby's
 Purchasing Cooperative. "In August 1996, the system began 'The Secret's Out'
 marketing campaign, which was designed to heighten customer awareness of
 Arby's chicken offerings. We launched the campaign as Arby's having a 'secret'
 of high-quality chicken products that was just waiting to be revealed. It
 looks like it was successful. While demand for our signature roast beef
 sandwiches has remained consistently strong, chicken consumption has soared."
     The products that have benefited the most from this dramatic increase are
 Arby's chicken fillet sandwiches and Chicken Fingers(R). During 1997, the
 Arby's system consumed 10,310,000 pounds of chicken fillets versus 4,900,000
 pounds during 1995 -- a 110 percent increase. Chicken Fingers(R) also
 increased more than 100 percent from 1995 to 1997.
     "Arby's has always strived to deliver the best in high-quality,
 quick-service meals, whether it is our signature roast beef sandwiches, our
 wide variety of potato products or our excellent chicken sandwiches," said
 Roland Smith, President and CEO of Triarc Restaurant Group, franchisor of the
 Arby's brand. "These indicators show that we are meeting a recognized demand
 for a chicken menu that is diverse, well-prepared and delicious. No one else
 in the industry produces sandwiches of Arby's caliber and variety. Our Select
 Chicken menu alone features the Chicken Cordon Bleu, Chicken Bacon 'N Swiss
 and Chicken Roast Club. The numbers speak for themselves."
     Arby's marketing arm, AFA Service Corporation, has produced star-studded
 television spots as part of its Select Chicken menu marketing campaign. Some
 of the TV ads feature the voice of singer Barry White, who claims only he and
 Arby's chicken sandwiches can guarantee "true satisfaction."
     "We believe so much in the high quality of our chicken that we're saying
 to chicken sandwich lovers everywhere that at Arby's it's 'Love at First
 Bite'(TM) or your money back," said AFA President Lloyd Fritzmeier. "Nobody in
 the industry has taken this bold a stance with chicken."
     So as Barry White so aptly puts it in one of Arby's newest commercials --
 "Cluck, cluck, baby," -- Arby's is not just roast beef any more.
 
 

SOURCE Arby's
    FORT LAUDERDALE, Fla., May 29 /PRNewswire/ -- While Arby's(R) is best
 known for delivering delicious roast beef, recent systemwide numbers indicate
 that more and more customers are visiting Arby's for great chicken, too.
     During the last two years, the number of pounds of chicken consumed in the
 system indicate a definite increase in the popularity and sales of Arby's
 quality Select Chicken menu. From 1995 to 1996, the Arby's system experienced
 a 47 percent increase in the pounds of chicken consumed, from 15,310,000 to
 22,450,000. From 1995 to 1997, the number of pounds of chicken consumed
 increased 74 percent, to 26,700,000.
     "We can mark where the change began," said Jeff Spotz, President of Arby's
 Purchasing Cooperative. "In August 1996, the system began 'The Secret's Out'
 marketing campaign, which was designed to heighten customer awareness of
 Arby's chicken offerings. We launched the campaign as Arby's having a 'secret'
 of high-quality chicken products that was just waiting to be revealed. It
 looks like it was successful. While demand for our signature roast beef
 sandwiches has remained consistently strong, chicken consumption has soared."
     The products that have benefited the most from this dramatic increase are
 Arby's chicken fillet sandwiches and Chicken Fingers(R). During 1997, the
 Arby's system consumed 10,310,000 pounds of chicken fillets versus 4,900,000
 pounds during 1995 -- a 110 percent increase. Chicken Fingers(R) also
 increased more than 100 percent from 1995 to 1997.
     "Arby's has always strived to deliver the best in high-quality,
 quick-service meals, whether it is our signature roast beef sandwiches, our
 wide variety of potato products or our excellent chicken sandwiches," said
 Roland Smith, President and CEO of Triarc Restaurant Group, franchisor of the
 Arby's brand. "These indicators show that we are meeting a recognized demand
 for a chicken menu that is diverse, well-prepared and delicious. No one else
 in the industry produces sandwiches of Arby's caliber and variety. Our Select
 Chicken menu alone features the Chicken Cordon Bleu, Chicken Bacon 'N Swiss
 and Chicken Roast Club. The numbers speak for themselves."
     Arby's marketing arm, AFA Service Corporation, has produced star-studded
 television spots as part of its Select Chicken menu marketing campaign. Some
 of the TV ads feature the voice of singer Barry White, who claims only he and
 Arby's chicken sandwiches can guarantee "true satisfaction."
     "We believe so much in the high quality of our chicken that we're saying
 to chicken sandwich lovers everywhere that at Arby's it's 'Love at First
 Bite'(TM) or your money back," said AFA President Lloyd Fritzmeier. "Nobody in
 the industry has taken this bold a stance with chicken."
     So as Barry White so aptly puts it in one of Arby's newest commercials --
 "Cluck, cluck, baby," -- Arby's is not just roast beef any more.
 
 SOURCE  Arby's