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From Bread To Bricks

By: Arby's |  0 Shares     142 Reads

(Sunday, January 07, 2007) - Arby's turned its menu on its head with the opening of the Arby's Market Fresh fast-casual prototype in Schaumburg, Illinois, September 12, 2005.
Five years ago, Arby's rolled out Market Fresh sandwiches, featuring fresh-sliced meats and cheeses and vegetable toppings. The company has gradually expanded the line; today it offers eight varieties of Market Fresh sandwiches, five wraps, and three salads. Market Fresh products generate about 15 percent of Arby's sales mix.

The menu at the Market Fresh prototype takes that lineup as a jumping-off point, offering a range of on-the-go options and choices with high-quality ingredients. Among them are an Angus Beef & Cheddar sandwich, tomato-basil soup, a Grilled Chicken Santa Fe salad, a selection of side dishes, and dessert and kid's menus.
Arby's is betting that diverse menu will draw an eclectic mix of diners, particularly those with limited time who, nonetheless, demand fresh, healthy options. Marketing materials list the median target age range as 18–40 and target demographics as young professionals, shoppers, mothers and young families, and students. The restaurant is open for breakfast, lunch, and dinner.
Retail design firm WD Partners conceptualized the brand extension. Lee Peterson, executive director of design and branding at the firm, says his team wanted to preserve the authenticity of Arby's brand, but with a modern sensibility. "Arby's has a youthful energy and inventiveness—the big hat signs, the early '60s aesthetic," he says. "We gave that a nod and wink, but this [prototype] has more to do with the Market Fresh product and its freshness."
The time frame from concept to launch was only about six months, Peterson says.
Arby's and WD Partners built "freshness cues" into the design of the prototype. The color palette centers on warm shades of green, red, orange, and yellow. A floor-to-ceiling natural stone wall recalls Arby's early-'60s kitsch. Graphics and wall hangings feature natural colors and textures, such as leaves, seagrass, and brick. A wireless network, music, and televisions help create an inviting atmosphere.
Entering the prototype, customers first encounter a "Salad Tossery," where custom salads are freshly made. Customers may select salads, side dishes, and beverages from a grab-and-go station or order a sandwich or custom salad at the register.
The Market Fresh prototype was designed for nontraditional spaces—primarily inline spaces, but also end-caps. "Research shows that not enough spaces [remain] that allow a drive-thru," says Jordan Krolick, chief development officer at Arby's. "For those markets that we could not play in any other way, we think this is a great concept."
WD Partners prepared three Market Fresh "packages." The first, like the Schaumburg building, fits the classic 30-by-90 inline space, while the second and third packages preserve the memorable iconic elements but fit in smaller spaces.
Arby's launched this test at a time of renewed vigor: Franchised store sales were up 4 percent and company store sales up 1 percent in 2004. The company ranked 11th in the 2005 QSR 50, based on estimated domestic systemwide sales of more than $2.8 billion.
Krolick indicates Arby's will treat the Market Fresh prototype as an experiment in brand extension. "Is this going to be the final version? I don't know," he says. "We will be testing a number of the attributes."

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