1851

For years, <a href="http://arbysfranchising.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-arbys-capitalized-on-pop-culture-to-make-a-comeback-5906" target="_blank" rel="nofollow">Arby&#8217;s</a> appeared to be at a major standstill. Consumers across the country were familiar with the brand, but its menu and marketing efforts weren&#8217;t quite enough to actually get people through its doors. But that all started to change when Arby&#8217;s brought on a new leadership team, including chief marketing officer Rob Lynch. <a href="http://www.adweek.com/news/advertising-branding/how-arby-s-turned-its-brand-around-after-years-identity-crisis-169009?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-arbys-capitalized-on-pop-culture-to-make-a-comeback-5906" target="_blank" rel="nofollow">Adweek notes</a> that in a speech at the annual Association of National Advertisers&#8217; Masters of Marketing Conference, Lynch said, &#8220;Our customers were not loving Arby&#8217;s for a very long time. We had lost about $150,000 in sales per restaurant over a four-year period, which for a brand of our size is essentially catastrophic.&#8221; But it proved not to be completely devastating&#8212;over the past few years, Arby&#8217;s has managed to make a successful comeback. Lynch has helped the brand make a number of significant changes to its marketing strategy that have gotten Arby&#8217;s back in the national conversation and in front of American consumers. The first change happened just a few months after Lynch joined the brand in October of 2013, when Arby&#8217;s hired a new ad agency and launched its &#8220;We Have the Meats&#8221; campaign. That set the tone for a different kind of company, and Arby&#8217;s started making its presence known again amongst its core consumer base. It&#8217;s clear that Lynch&#8217;s marketing strategy is paying off&#8212;Arby&#8217;s has outperformed other brands in the quick service restaurant industry for <a href="http://nrn.com/same-store-sales/arby-s-2q-same-store-sales-rise-37?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-arbys-capitalized-on-pop-culture-to-make-a-comeback-5906" target="_blank" rel="nofollow">14 straight quarters</a>. But Lynch is insistent that the brand&#8217;s comeback isn&#8217;t due to some top secret technique or even technology. &#8220;There&#8217;s not a lot of secret sauce here. It&#8217;s knowing who your customer is, knowing what your brand stands for and how you uniquely meet that customer&#8217;s unmet needs, and then figuring how to connect with them in an engaging and relevant way,&#8221; Lynch told <a href="http://www.forbes.com/sites/johnellett/2016/07/28/arbys-cmo-on-success-and-bold-moves-do-things-that-make-you-uncomfortable/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-arbys-capitalized-on-pop-culture-to-make-a-comeback-5906#101555785ae1" target="_blank" rel="nofollow">Forbes</a>. Engaging consumers&#8212;especially millennials&#8212;has given Arby&#8217;s the opportunity to stand out from its competitors. The best example of this happened at the 2014 Grammy Awards, when Pharrell Williams wore a hat that resembled the brand&#8217;s logo. Arby&#8217;s sent out a single tweet that read, &#8220;Hey Pharrell, can we have our hat back? #GRAMMYs.&#8221; It immediately went viral&#8212;by the next morning the tweet had earned more than 40,000 favorites, 75,000 retweets and even a response from Pharrell himself. That&#8217;s not the only time Arby&#8217;s capitalized on pop culture to increase its brand awareness. Arby&#8217;s had a long history with Jon Stewart, who would frequently mock the brand while hosting Comedy Central&#8217;s &#8220;The Daily Show.&#8221; So when Stewart announced he was stepping down, Arby&#8217;s tweeted him a link to its career inquiry email address. The brand also created special ads that aired during Stewart&#8217;s last show as host. Jumping on those types of rare opportunities is far from traditional, and at times can seem forced. But by holding out for the moments that make the most sense, Arby&#8217;s is now known for its ability to join in on timely and trending national conversations. That&#8217;s a definite part of Lynch&#8217;s strategy&#8212;he says taking risks is worth the reward. <a href="http://www.forbes.com/sites/johnellett/2016/07/28/arbys-cmo-on-success-and-bold-moves-do-things-that-make-you-uncomfortable/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-arbys-capitalized-on-pop-culture-to-make-a-comeback-5906#101555785ae1" target="_blank" rel="nofollow">In an interview with Forbes</a>, Lynch said, &#8220;It really just boils down to getting excited about stepping outside of your comfort zone. Doing things that make you uncomfortable, but moving forward because you believe that they&#8217;re the right things to do. And I believe you&#8217;re only able to do that when you&#8217;re confident.&#8221;

1851 Franchise

Since Rob Lynch took over as chief marketing officer, the brand has emerged as a marketing innovator and risk taker.


This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

How Arby’s Capitalized on Pop Culture to Make a Comeback

how-arbys-capitalized-on-pop-culture-to-make-a-comeback

Woodhouse Spas

Photo of exterior of Woodhouse Spa location

Woodhouse Spas Fees: What Do I Get for My Investment?

woodhouse-spas-franchise-fees-and-support

Paris Baguette

Photo of Paris Baguette cake featuring layers with cream and berries, topped with fresh berries

The Bakery Café Industry Is Booming, and Paris Baguette Is Leading the Charge

bakery-cafe-franchise-paris-baguette-opportunity

Caring Transitions

Compassionate Support During Life’s Major Changes: How Caring Transitions Leads With Heart and Professionalism

compassionate-support-during-lifes-major-changes-how-caring-transitions-leads-with-heart-and-professionalism

Keke's Breakfast Cafe

kekes-breakfast-cafe-franchisee-profile-moe-kahil-image

Day in the Life: Discovering the Passion Behind a Keke's Breakfast CafeⓇ Franchise

kekes-breakfast-cafe-franchisee-moe-khalil-profile

kekes-breakfast-cafe-launch-story-the-investment-building-exterior-image

The Strength of the Keke’s Breakfast CafeⓇ Franchise Investment

kekes-franchise-investment

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

House Passes Tax Relief Package With Key Benefits for Small Businesses and Franchises

house-passes-small-business-tax-relief-bill-2025

McDonald’s To Hire 375,000 Workers as It Prepares for Major U.S. Expansion

mcdonalds-to-hire-375000-workers-as-it-prepares-for-major-us-expansion

Subway Pushes Global Growth Despite U.S. Closures 

subway-pushes-global-growth-despite-us-closures

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands - 1851 Franchise

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands

doordash-acquistions-deliveroo-sevenrooms

Crumbl Franchise Investment - TSG Consumer Partners -  1851 Franchise

TSG Consumer Partners Takes Minority Stake in Crumbl, Signaling Franchise Growth Potential

crumbl-franchise-investment-tsg-consumer

How Car Sales Taught Buddy's Home Furnishings’ Mitchell Lee the Secrets of Franchise Development

how-car-sales-taught-buddys-home-furnishings-mitchell-lee-the-secrets-of-franchise-development

Bumble Roofing Franchise Costs, Fees, Profit and Data for 2025

bumble-roofing-franchise-deep-dive

kla-schools-franchise-positioning-image-playground-exterior

KLA Schools Franchise: Cultivating Curiosity, Creating Opportunity

kla-schools-franchise

From Rock Bottom to Rock Solid: Why Butch Mogavero’s Franchise Journey Is Striking a Chord With Entrepreneurs

butch-mogavero-boulder-designs-border-magic-franchisor-hot-seat

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

The Top 20 Cleaning Franchises to Invest in for 2025

top-cleaning-franchises-to-invest-in

The Top 20 Handyman Franchises To Invest in for 2025

top-handyman-franchises-to-invest-in

Affordable Franchise Opportunities: Exploring Low-Cost Home Service Franchises Under $50K

affordable-franchise-opportunities-exploring-low-cost-home-service-franchises-under-50k

franchisee spotlight graphic with photo of Abid Khan and Paris Baguette logo

Longtime Tim Horton’s Franchisee Signs 4-Unit Agreement with Paris Baguette in Toronto

longtime-tim-hortons-franchisee-signs-4-unit-agreement-with-paris-baguette-in-toronto

How Arby’s Capitalized on Pop Culture to Make a Comeback

MORE STORIES LIKE THIS