New Menu Items: Arby's Debuts Roastburger Sandwiches
Arby's Roastburger sandwiches are here to save consumers from the burger blues.
-- Chain Leader, 2/27/2009 4:20:00 PM
PRESS RELEASE: ATLANTA--(BUSINESS WIRE)--With the launch of Roastburger sandwiches, Arby's is providing consumers with what they crave - a change in fast food. According to a recent survey from Kelton Research, people are looking for something different than standard burgers and fast food fare. Featuring Arby's signature, oven roasted, freshly sliced roast beef, Roastburgers represent a new face in fast food.
The survey revealed that more than half (55 percent) of burger lovers said fast food burgers can be too greasy, while 40 percent said they can be too dry. In addition, 45 percent of respondents said their number one fast food 'beef' is the quality of meat. With Roastburgers, fast food fans finally have a refreshing departure from the standard burger.
Never fried or greasy, Arby's Roastburger sandwiches are available in three delicious varieties:
* All-American Roastburger - Features Arby's thinly sliced, oven roasted roast beef with fresh lettuce, tomato, pickle, onion, ketchup, mustard and a secret sauce served on a specialty roll
* Bacon and Bleu Cheese Roastburger - Also boasts Arby's classic roast beef, but this flavorful 'burger' is prepared with pepper bacon, a tangy bleu cheese spread, lettuce, tomato and onion on a specialty roll
* Bacon and Cheddar Roastburger - Is served piled high with Arby's signature roast beef as well as pepper bacon, cheddar cheese, lettuce, tomato and onion on a specialty roll
"Roastburgers offer a tasty new way for burger lovers to satisfy their cravings while avoiding burger boredom," said Steve Davis, Arby's Chief Marketing Officer. "At Arby's, we're always looking for new ways to offer our customers something different and better in fast food."
Arby's is going head to head with its competitors' hamburgers in its new advertising to launch Roastburgers. A live action television ad, called "Warning," shows a frozen hamburger patty flying through an Arby's restaurant window. Tied to the patty is a note that says: "Stop making the new Arby's Roastburger, or else." Workers toss the patty into a bucket already full of other competitors' frozen patties, mutter a combined "ooooh, scary," and then begin laughing. The commercial then focuses on product shots of Roastburgers to show how the competition is getting nervous about Arby's.
Known in the fast food industry for creating unique, premium sandwiches, Arby's has been in the roast beef business for almost 45 years, when the Raffel Brothers first opened an Arby's restaurant under a glowing neon cowboy hat in Boardman, Ohio in July 1964.
About Arby's Restaurant Group, Inc.
Arby's Restaurant Group, Inc., based in Atlanta, is the second largest restaurant franchising system in the sandwich segment of the U.S. quick service restaurant industry. There are more than 3,735 Arby's(r) restaurants in the system. Founded in 1964, Arby's quick service restaurants specialize in slow roasted and freshly sliced roast beef sandwiches as well as Market Fresh(r) deli-style sandwiches, toasted subs, and salads, all with the convenience of a drive-thru. Arby's offers guests a unique, great tasting alternative to traditional fast food with its one-of-a-kind menu items including the Beef 'n Cheddar, Curly Fries and Jamocha shakes. Arby's Restaurant Group, Inc. is a subsidiary of Wendy's/Arby's Group, Inc. (NYSE: WEN). To learn more about Arby's, please visit www.arbys.com.
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