Arby’s Opens NYC Restaurant, Serves Up Venison Sandwiches
Last year Arby’s made headlines when it began testing venison sandwiches in select locations around the country. States like Wisconsin, Pennsylvania, Michigan and Minnesota were able to get in on the deer meat craze for a limited time, and the sandwiches sold out almost immediately.
The Atlanta-based QSR giant known for its bold marketing took its meat craziness a step further, by bringing venison sandwiches to the East Coast as part of the grand opening of its new store in Manhattan last Saturday. As part of the grand opening festivities, 1,000 guests were able to try the unique sandwiches.
With its marketing and social media savvy, Arby’s has become quite adept at attracting attention in a variety of channels. This latest promotion was undoubtedly created to draw up hype for the chain’s second location in Manhattan, and according to a company spokeswoman, the promotion drew an incredible response.
In an interview with Franchise Times last month, CEO Paul Brown suggested that the brand has several more food firsts coming up in the near future to continue generating buzz for the brand.
Menu changes and marketing innovations were a big reason why Arby’s has been able to reach 25 consecutive quarters of same-store growth, with a rate of 3.8 percent last quarter. That’s double the growth rate of the rest of the QSR category, so competitors may want to pay attention to these menu innovations. I, for one, am still waiting for a brave QSR brand to delve into elk burgers.