Arby's plans 'rebirth' with new menu and more

by Meat&Poultry Staff
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ATLANTA – Arby's is preparing to relaunch the entire company tied into to the Olympics during the third quarter, its new chief marketing officer, Russ Klein, told Business Insider. The relaunch will likely include a new logo and advertising campaign; redesigned restaurants; plus a new, simplified menu.

Arby's has spent up to $100 million annually in the past on advertising. Last June, it was spun off from Wendy's and taken private by Roark Capital Group. Klein joined Arby’s last month after serving for seven years as chief marketing officer at Burger King until 2009.

Klein’s job is to identify Arby’s long-term brand positioning going forward, which involves a new source of growth analysis new target audience, a new creative brief for ad agency BBDO and a new era of advertising. The new campaign will debut in July around the start of the Olympics.

Arby's relaunch will be laser-focused on its heavy users — the 15 percent of consumers who make up 54 percent of its sales.

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