Industry Teams With Arby’s to Launch Pot Roast Sandwich

A nationwide promotion for Arby’s new Homestyle Pot Roast Sandwich this spring will be extended with beef checkoff dollars, while some state beef councils will work with local franchisees to further improve promotion efforts.  The initial roll-out for the new sandwich will take place from April 20 through the end of May.

 The product was tested in late 2002 by Arby’s in several markets, with positive sales results.  Arby’s has 3,200 stores nationwide, all owned by franchisees.

 The Homestyle Pot Roast Sandwich features 5.5 ounces of beef chuck with a Kickin’ Ranch sauce on a new soft baguette roll.  The bread is a new feature for the chain, and will be a key component of the promotion effort.  The beef industry’s checkoff-funded R&D Ranch provided consultation to Arby’s for the product.

 The multi-million dollar campaign will feature network TV advertising, with print and radio ads available to individual franchisees, who will also add additional television ads in their own markets.  Checkoff dollars will be used to support development of television ads and extend point-of-purchase advertising.  The checkoff logo will be featured on drive-through menu boards and in-store translites.

 It’s expected that the sandwich will generate 5 to 7 million pounds of incremental beef sales during the promotion, and 30 million pounds of incremental beef sales over the year. 

 “We’re excited about the opportunity to join with Arby’s on this promotion,” according to Sid Sumner, a Florida beef producer and chairman of the Joint Foodservice Committee.  Sumner says the partnership “is a great demonstration of how our development and foodservice programs work together with private industry to increase beef demand.  When we all work together, we can show consumers the true value of choosing beef.”