Arby's

[How to take a bigger bite out of fast food]

Arby’s is a great example of how we get to our best work. We started with their excellent segmentation study. Great data. Outstanding analysis…that clearly demonstrated their highly defined but limited occasion: the roast beef sandwich.

But Arby’s had ambitions to be considered more often...without betraying or diluting their cornerstone.

So we found some of their core consumers: their died-in-the-wool meat lovers.

Carnivorous fast-foodies. We followed them across their days. Tracked their impulses, choices, cravings, family meals, and grab-and-go’s.

And there is was, the “Illuminating Question”: What do our carnivores crave most?

Answer: more and better MEATS to devour!

An ask Arby’s brilliant chefs could hardly wait to deliver so ARBY’S could proudly declare:

“We’ve have the Meats!”

Results: the campaign catapulted sales 12% and increasing trial of new menu items.

And the bottom line is delicious too.

As of the publication of this profile, (2.20.20) their shares have reached a 52-week high!

Lowdown is a recipe for good taste.