Arby's Paul Brown doesn't believe a 'corporate-ish' approach is always best. Case in point: When Jon Stewart made offensive jokes about the sandwich chain on the 'Daily Show,' Arby's shot back with humor and turned the 'ribbing' into an opportunity.
Rising labor costs, changing millennial tastes, and an oversurplus of restaurant chains are heightening the turf war within the fast-food industry. It is estimated that there are 194,723 franchised quick-service restaurants in the U.S, up from 151,887 a decade ago. To stay in the game, brands are modernizing, pushing discounts, enhancing conveniences, adding healthier fare and more to get customers in the door.
Arby's is under the wing of multibrand restaurant company Inspire Brands — whose portfolio also includes Buffalo Wild Wings, Sonic Drive-In, and Rusty Taco, for a total of 8,300 locations worldwide. By 2016 Arby's returned to net restaurant growth for the first time since 2008, opening 60 new restaurants nationwide and remodeling 229 of its existing locations.
The message —"@Arbys: Hey @Pharrell, can we have our hat back? #GRAMMYs" — got retweeted some 80,000 times and generated 6,000 new followers for the brand.
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