August 23, 2010 // Franchising.com // ATLANTA – Arby's Restaurant Group, Inc., the second largest quick-service sandwich chain in the U.S., today announced it is reviewing its national agency of record as the latest step in the brand's Turnaround Plan.
"We are deeply involved in analysis and consumer research that will result in the evolution of the Arby's brand vision and positioning," said Hala Moddelmog, President, Arby's Restaurant Group, Inc."With that work nearly completed, this is a natural time to introduce fresh thinking in our brand positioning and brand messaging."
The review has been initiated following considerable evaluation of the brand's advertising needs. EBJ Consultants, an independent advertising consulting firm, will assist with the selection process. The current advertising agency to the Arby's brand, Merkley + Partners, will not participate in the review.
"Merkley has been an important partner and member of the Arby's marketing team for six years," said Bob Kraut, SVP of Advertising and Brand Communications. "We thank them for their contribution and loyalty to the Arby's brand and wish them every success."
The new agency will be selected before the end of the year.
Known in the fast food industry for creating unique, premium sandwiches, Arby's has been in the roast beef business since 1964 when the Raffel Brothers first opened an Arby's restaurant under a glowing neon cowboy hat in Boardman, Ohio. Today, headquartered in Atlanta, Arby's Restaurant Group is the second largest quick-service sandwich chain in the U.S. with nearly 3,700 restaurants system wide. In addition to its classic, slow-roasted, freshly sliced roast beef and Beef 'n Cheddar sandwiches, Arby's one-of-a-kind menu also includes a deli-style Market Fresh line of sandwiches, toasted subs and salads, Curly Fries, Jamocha shakes and the 2010 introduction of a national Value Menu, starting at $1. Arby's Restaurant Group, Inc. is a subsidiary of Wendy's/Arby's Group, Inc. (NYSE: WEN).