The Arby's and Market Fresh branding nightmare

February 25, 2007 / Filed under: Branding, Food

So what's the deal with Arby's Market Fresh? Is it a standalone brand, or just an extension of the Arby's menu?

Is Arby's part of Market Fresh, or is Market Fresh part of Arby's?

Here's what happens when companies create sub-brand offspring:

  • The original brand becomes secondary to the sub-brand, effectively weakening the entire overall brand.

And here's what happens when those sub-brands are entirely different products:

  • The original brand (and any sub-brands) fail to work on any level.

Arby's has effectively blurred their own image, by creating the sub-brand of Market Fresh, and then trying to merge the two in a lop-sided manner.

Here is what Arby's means to me:

  • Roast beef
  • Greasy
  • Processed
  • Unhealthy

Here is what Market Fresh means to me:

  • Healthy
  • Fresh
  • Prepared
  • Smart

Here is what Market Fresh, in combination with Arby's, means to me:

  • Lost
  • Orphan
  • Experimental
  • Average

Either get rid of the sub-brand, or get rid of the junk food.

What's OK:

  • Arby's extending their menu to include fresh, prepared items.
  • Merging the Arby's and Market Fresh brand into one name (as opposed to two).

What's not OK:

  • Market Fresh extending their menu to include greasy, processed food.
  • Market Fresh becoming a standalone brand, under Arby's roof, or still somehow tied to Arby's name.

As a consumer, I don't know what Arby's is about anymore. Are they health-food conscience, or are they still that fantastic roast beef sandwich?

What needs to happen:

  • Market Fresh needs to get away from Arby's and become it's own brand.
  • Arby's needs to get away from serving healthy food, and stick to what made them "Arby's."

Comments/Mentions

# Shell at 2/25/2007 5:27 pm cst

Here is something that I found on Arby's website that might help you to understand what they are thinking.

Arby’s® is the place for people hungering for a unique, better tasting alternative to traditional fast food. It’s the favorite place for people who crave something different and better. Serving one-of-a-kind menu items, Arby’s is well known for slow-roasted and freshly sliced roast beef sandwiches, Arby’s Chicken Naturals, and famous Market Fresh sandwiches, wraps and salads, made with wholesome ingredients and served with the convenience of a drive-thru.

From day one, Arby’s Roast Beef Restaurants offered an innovative menu, offering guests something other than hamburgers in the newly inspired quick service segment. When foodservice veterans Leroy and Forrest Raffel opened the first Arby’s in Boardman, Ohio on July 23, 1964, customers enjoyed roast beef sandwiches, potato chips, and Texas-sized iced teas. To name their new venture, the brothers decided on Arby’s, which stands for R.B., the initials of the Raffel Brothers - although many suspect the R.B. stands for roast beef.

Leroy and Forrest never looked back. They fine tuned the operation and sold the first franchise to Sam Feldman the following year. Today, Arby’s rich heritage is comprised of several multi-generation franchise owners. In fact, Jim Raffel, founder Leroy’s son, owns and operates three locations in Maine.

The enterprising spirit that originated with the Raffel Brothers has fueled the development of Arby’s throughout its 41 year history. The company added an average of 50 restaurants a year in the 1970s while simultaneously creating and perfecting timeless menu favorites, Beef ‘n Cheddar, Jamocha Shakes, Curly Fries and Arby’s signature sauces, Arby’s BBQ sauce and Horsey Sauce®.

Arby’s continued expanding both locations and menu items during the next decade, opening restaurant number 1,000 and introducing chicken to the menu in 1981.

In 1991, Arby’s was the first to introduce a complete Lite Menu featuring three sandwiches and four salads under 300 calories and 94% fat free. In 1994, Arby’s banned smoking in all company-owned restaurants, another first in the quick service segment.

In 1995, the Arby’s Foundation launched the Arby’s Charity Tour (ACT), a series of corporate golf tournaments and other fund-raising activities to benefit youth-mentoring organizations, such as Big Brothers Big Sisters. Since then, the ACT has raised over $18 million, a testament to Arby’s commitment to make a difference in the communities its restaurants serve.

A change in the company’s ownership set the course for menu expansion and a strengthened brand. Triarc Companies, Inc. purchased Arby’s in 1993 and innovation quickly followed. Arby’s introduced Arby’s Market Fresh in 2001, a line of deli-style sandwiches and salads made with high quality and unique ingredients. In 2003, wraps extended the popular additions.

Following a thorough study of the brand and customer base, Arby’s introduced the “I’m Thinking Arby’s” campaign in 2005. The ad series featured Arby’s point of difference - high quality, unique products not typically found in fast food. When you’re craving Arby’s you can’t think of anything else.

On July 25, 2005, Triarc acquired RTM Restaurant Group, Arby’s largest franchisee, and formed Arby’s Restaurant Group, Inc., an Atlanta-based company comprised of more than 3,500 restaurants. Of those, Arby’s Restaurant Group owns and operates more than 1,000 restaurants located in the United States.

Roland Smith returned to Atlanta as President and Chief Executive Officer of Arby’s Restaurant Group in April 2006. Smith first joined Arby’s in 1994 and served as the brand’s President and CEO from 1997 to 1999.