The Arby's and Market Fresh branding nightmare Feb25 '07

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."

Categories: Branding , Food

Add Feedback (view all)

Leave feedback

Feedback

Input format: The editor controls below will assist with Markdown syntax.

Status

Sub-status

Your info Name: Email (will not show on page):

Follow new comments via email? (You can turn this off any time)

Do you want your comments emailed to yourself?

Home Page (optional):

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 peop ... Read more.

matthom is published and produced by Matt Thommes - an independent publishing enthusiast, mobile blogger, content creator, informative writer, web developer from Chicago. Never one to conform, Matt intends to promote the effect the web has on our lives, in an effort to intensify, instruct, and clarify all that is happening around us.

Contact Matt

Stats

28 unique visits since August 2008

Recent Referrers (click)

Syndicate

Charlotte Web Site Design