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.

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

“We’ve have the Meats!”

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!

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.