Arby’s is making more than a mountain out of its Arby’s Meat Mountain Sandwich. It’s increased revenue and is making history with its sales. That’s some achievement in the jam-packed quick service restaurant category.
CMO.com spoke with Arby’s Restaurant Group brand president and CMO Rob Lynch to find out what he’s been up to since he took the job in 2013. He’s been focused on differentiating the brand among competitors, clarifying Arby’s brand purpose and positioning and moving beyond being known for only one thing, beef.
Lynch also shares how the brand, outspent by competitors, finds cultural moments to connect with consumers and the importance of taking risks.
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