Arby's Restaurant Group, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Arby's Restaurant Group, headquartered in Atlanta, GA, is one of the largest quick-service sandwich chain in the United States. The company was acquired by Roark Capital Group, an Atlanta-based private equity firm in July of 2011.
|Main Telephone||(678) 514-4100|
|Main Fax||(678) 514-5334|
Arby's Restaurant Group, Inc. ContactsContacts (5/30)
|David P.||Chief Financial Officer||GA|
Sample of Associated Brands
|Paul B.||Chief Executive Officer||GA|
|John B.||Chief Operating Officer||GA|
|Rob L.||Brand President & Chief Marketing Officer||GA|
|Karen S.||Senior Vice President, Franchise Services||GA|
|Arby's Restaurant Group, Inc.||********|
|AFA Service Corporation||*|
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Rumor: Arby's to consider new media partners in Q3?
Subject: Millennial-focused media, multicultural media, digital, social media, TV
Company: Arby's Restaurant Group, Roark Capital Group-owned QSR sandwich chain with about 3,400 restaurants worldwide.
Opportunity: We hear Arby’s and media AOR here). We haven’t been able to verify this 100%, but we wanted to keep you posted.
Since July 28, when the “We Have the Meats” campaign launched, show targets reporting the most engaging digital SOV are NBC’s “Law & Order: SUV,” CBS’s “Criminal Minds” and History’s “Pawn Stars,” according to one of the oldest customer bases in QSR. The first grouping of shows appeal largely to Gen X and Boomers, while the latter are more millennial centric. However, it’s great news for millennial sellers (creative/media agencies too) since low millennial ROAS creates an ideal situation for pitching new platforms. Therefore, put your pitches together and start reaching out in July/August with Q4/Q1 and summer 2016 in mind.
Media Breakdown: Since July 28, Arby’s has spent $73M on national TV ads (see targeting breakdown right), up from $60M over the same period a year ago , iSpot.tv reports.
Display: Over the same period, 129 standard display ads have run with 395 publishers (8% mobile), 82% of which were placed directly versus through an ad network or exchange, according to Moat. Sports, media and local papers account for most of Arby’s display activity, led by nbcsports.com, wcpo.com, nhl.com and rotoworld.com.
Mobile display activity has been low but it spiked in March and has been up since then. Most activity is with technology publishers, led ybu metacafe.com and photobucket.com, but cbsnews.com has a small presence, as well.
Video appears to have run in two flights this year. The first ran in march and the second began April 24 and is ongoing. YouTube.com and hulu.com make up the bulk of activity.
New Target Audience: A lot has changed for Arby's since last year. CMO Rob Lynch, hired in fall 2013 (research QSRWeb.com. This term refers to the 18-to-34-years-olds and multicultural millennials that one, know who Pharrell Williams is, and two, would've liked, shared, commented on, retweeted, etc… images of the musician wearing an Arby's-like 10 gallon hat to the Grammys.
New Marketing Campaign: Arby's is making an aggressive push to overhaul marketing, brand and Mega Meat Stacks. The TV ad combines quality-focused food shots and humor that is meant to appeal to Arby's new, younger target.
Director, Digital & Social Media