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Up to now the Arby's brand, which has been around for over 50 years, has appealed mostly to older consumers, said Arby's marketing chief Jim Taylor. The new campaign is an effort to reach younger consumers who may have believed Arby's was a roast-beef-only zone and have a taste for different products.
"Sandwiches is a category that's huge," Mr. Taylor said. "Younger people don't eat roast beef as much. We want to bring in some younger consumers who love sandwiches."
It's either too many people coming in and ordering the hot beef ()
Or to explain they are more than just roast beef
Arby's Pivots to Sandwiches, Looks to Shed Roast Beef Image
Feel like I didn't need to click on this thread to answer "yes." I mean, the only thing that's made Arby's "relevant" lately was the hazing they would get from The Daily Show:
Lion's Choice is awesome. How I wish I had one nearby.Speaking of roast beef, Lion's Choice — an StL chain — recently re-entered the Kansas City market. I weep for Arby's by comparison.