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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
Primary Address
1155 Perimeter Center West
12th Floor
Atlanta, GA 30338
USA

Arby's Restaurant Group, Inc. Contacts

Contacts (5/24)
Name Title State
David P. Chief Financial Officer GA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (678) 514-4100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1155 Perimeter Center West
12th Floor
Atlanta, GA
30338
USA

John B. Chief Operating Officer GA
Rob L. Brand President & Chief Marketing Officer GA
Karen S. Senior Vice President, Franchise Services GA
Jim T. Senior Vice President, Product Development & Innovation GA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Arby's Restaurant Group, Inc. ********
T.J. Cinnamon *
AFA Service Corporation *
Pasta Connection *

Agency Relationships


Brand Agency Service From To
****'* ********** *****, ***. ********** media buying & planning unknown present
****'* ********** *****, ***. **&* ******* AOR - public relations 2005 present
****'* ********** *****, ***. ****** *********** AOR - creative, digital 2014 present
****'* ********** *****, ***. ********** Media Buying, Media Planning unknown present
****'* ********** *****, ***. ********** Media Buying, Media Planning unknown present

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WinmoEdge

Millennial Male Media Opps: Arby's considering new sports tie-ins


 Subject: Millennial-focused media, multicultural media, digital, social media, TV

Company: Winmo profile), Roark Capital Group-owned QSR sandwich chain with about 3,400 restaurants worldwide. 

 Opportunity: Reportedly open to forming new partnerships in the outdoor lifestyle space, particularly fishing and hunting. Arby’s recently became an ELeague sponsor and is looking to tap into other smaller spaces with passionate but less-engaged consumer bases, Rob Lynch, brand president and CMO told AdAge. As such, these types of partnerships make economical sense given their lower cost, small ad presence and heavy male skew. 

Outdoor sports-focused sellers should start pitching now since upcoming plans may include new marketing work ahead of the fall hunting season and Arby’s first magazine spending since Lynch was hired in 2013. An edge should go to readers with strong millennial engagement given Arby’s efforts to age down the brand since Lynch’s arrival.

Media planning and buying is out of IPG’s Cadreon, IPG’ Mediabrand’s ad tech unit, but it appears that tests are underway since dollars are flowing through it now. 

Additional Insight

Media Spend: Arby’s ad budget, already much lower than larger competitors, has shrunk in recent years as it eschews traditional media to better engage millennial males. Last year, $35.9 million went to measured media, down from $60.6 million and $103.3 million in 2014 and 2013, respectively, Kantar Media reports. 

Leading the drop is broadcast, which plummeted to to $29 million last year from $97 million in 2013. 

Winmo profile)
1155 Perimeter Center West
12th Floor
Atlanta, GA 30338
(678) 514-4100
 
Rob Lynch
Chief Marketing Officer
(678) 514-4100
rlynch@arbys.com

Josh Martin
Director, Digital & Social Media
(678) 514-4100
jmartin@arbys.com