Arby’s was a long way behind its competitors in fast food marketing for years. Its marketing strategies failed to reach enough customers or make an impression. Its taglines were forced and its new product launches seemed lacking the spark that more successful brands had.

Over the span of four years, the company experienced a $150,000 loss per restaurant and was considering closing its doors. But then, something happened. A complete branding overhaul.

From “I’m Thinking Arby’s” to “We Have the Meats”.

Arby’s reassessed its marketing efforts and decided that something had to change. Robert Lynch, Arby’s CMO, decided to investigate the cause of the problems after seeing the numbers drop and the morale of the team sink.

Arby’s was unable to compete with Wendy’s and McDonald’s. He realized that customers were seeking honesty and not gimmicks.

Arby’s was founded in 1964.

It was a different marketing environment than it is now. Advertisements were created by brands to promote their products and services. Consumers rely almost entirely on the information in the advertisements when making decisions.

Nowadays,

Consumers trust peers more than ads, and listen to word-of mouth recommendations more than advertising. They are less likely to trust brands and prefer transparent and honest advertising.

Arby’s has used a variety of slogans over time, including “It’s Good Mood Food!” as well as “I’m Thinking Different… I’m Thinking Arby’s.” The company’s marketing efforts were focused on following safe procedures and adhering to rules to make its brand more appealing to customers.

Unfortunately,

These goals did not align with customers’ needs. Arby’s was focused on improving its brand but customers were only looking for honesty.

He realized that it was time for a change.

Lynch made the decision to return the brand to its roots. Lynch looked at the best Arby’s and its original purpose. He heard one customer say at the counter, “I wish Arby’s had chicken sandwiches” – even though there are four options. Lynch saw that they were focusing on the wrong parts of their restaurant.

The “We Have the Meats Campaign” was born from this realization.

The campaign was entirely focused on the many meat options Arby’s offers customers. Ving Rhames narrates how marketers designed commercials that feature the meat as the central point. T

hey dropped the angle of “happy-people-running-around-with-sandwiches,” (Lynch’s words) which had been their mantra for years, and opted for an edgier, riskier ad campaign. It worked. The “We Have the Meats” campaign was a success, rewarding Arby’s for a 9.6% increase in same-store sales.

A New Type of Arby’s

Arby’s new marketing strategy included a commitment to not taking the franchise too seriously and to interact with customers in a more casual manner. Arby’s was praised by the media during Grammy season 2015 for its humorous tweets.

Arby’s shared a tweet which quickly went viral and got customers and marketers talking about the brand. Arby’s made fun of Pharrell Williams’ Grammys hat, which was similar to the Arby logo.

The brand gained more than 6 000 new Twitter followers and over 78,000 retweets, which is a remarkable response considering the brand’s past social media efforts. Arby’s paid close attention to the interests of its fans and responded in a humorous, engaging and memorable way. The brand’s new image was created thanks to its fearless, fun approach to marketing.

Arby’s was a target of criticism, jokes and bad press in the past. Jon Stewart, of the Daily Show, mocked Arby’s for years using false information and unfair biases. Lynch finally had enough. Lynch finally had enough. He said that Arby’s marketing staff “had to make a decision” – they could take the criticism lying down, or take a stand.

Lynch’s marketing team decided to send Stewart and his entire crew lunch as part of their new strategy. Arby’s posted a video of Stewart’s retirement announcement, which included snippets from Stewart criticizing Arby’s.

They then sent a tweet asking Jon to “reach us” about jobs at Arby’s. Arby’s was able to overcome Stewart’s pain and enjoy an increase in customer-base of 43% among people aged 35 and younger.

When taking risks pays off

Arby’s took marketing risks to keep the good things going. It tested the limits of its honesty campaigning, taking marketing risks. Pepsi was the focus of the commercial. The commercial explained via the narration that the company had violated its contractual obligations to Pepsi.

The ad had not mentioned Pepsi in its two advertisements per year. It explained this to the viewers as it displayed a chilled glass of Pepsi. The ad, which was humorous and bluntly honest, received millions of views and positive reactions from consumers.

Arby’s has also published several video game-related campaigns. It released a social game through MediaBrix in 2013 that featured its partnership with King’s Hawaiian rolls. It encouraged users to interact and rewarded them for viewing video messages.

It tweeted a few tweets that referenced new fighting game releases. It shared a photo of the Mortal Kombat logo, made with Arby’s curly fries, and a Street Fighter Reference containing mozzarella sticks. Customers responded in overwhelming numbers, proving that Arby’s marketers are on the right track.

Sometimes taking chances pays off.

Your market may become tired of the same ads for the same products. Sometimes you need to be controversial in order to get attention in the 21st Century. Because they trust the brands they trust and can be trusted to keep them loyal, consumers appreciate honest brands.

To feel a strong connection to a brand, consumers must feel that they can trust it. Arby’s was an example of the genius that came from using powerful, honest advertising to overcome a slump in sales.

What’s next for Arby’s

Lynch and Arby’s CEO Paul Brown are taking steps to revive the brand. The company opened 60 new locations , and renovated 100 of its existing locations .

Arby’s now has subway tile, bright light fixtures and exposed wood for a fast-casual feel.

To match the brand’s new marketing strategies and appeal to its new major demographic, people under 55 years old, Arby’s is updating its brand look. Arby’s is more popular with the younger generation thanks to its clever advertising campaigns and social media presence.

Arby’s aims to please this customer by listening to them and focusing on the original reason Arby’s was popular: great food.   

Arby’s was able to get back to its roots and provide value to customers by returning to its roots. Arby’s marketing team kept the brand’s roots intact while adapting it to today’s consumer demands.

Arby’s recent marketing moves show how to create a brand identity using a variety of smart tactics.