Arby’s
Triple Stack, Ultimate Angus & Spicy Santa Fe

Big Bites, Bigger Branding

“Triple Stack” immediately conveys abundance, appealing to customers looking for a hearty, layered sandwich experience.

“Ultimate Angus” suggests premium quality and bold flavor, highlighting Angus beef as the star ingredient in a top-tier, satisfying meal.

“Spicy Santa Fe” brings a flavorful, regional flair to the menu, evoking zest that promises a bold and exciting taste adventure.

  • Three stacked sandwiches with various meats like turkey, roast beef, and cheese, all in different buns

The Need

Arby’s, a fast-food pioneer, regularly introduces new sandwiches with varying sizes and flavor profiles.

They needed:

Arby’s, a fast-food pioneer, regularly introduces new sandwiches with varying sizes and flavor profiles.
They needed:
  • A 3-tiered naming system for their 3, 5, and 7-ounce offerings that could easily integrate into existing sandwich names.
  • A name for a sandwich loaded with turkey, roast beef, and pepper bacon.
  • A name for a premium Angus beef sandwich that conveyed high quality and flavor-packed indulgence.
  • A name for a roast beef pepper jack sandwich that emphasized a Southwestern zing without sounding overly spicy or casual.

The Name

The names needed to be concise, descriptive, and adaptable for menu boards.

  • Classic / Mid / Max: Intuitive size designations.
  • Triple Stack: Highlighted the indulgent multi-meat combo.
  • Ultimate Angus: Conveyed premium beef quality
  • Spicy Santa Fe: Evoked Southwestern flavor without overpromising spice.

Quantitative consumer testing of the Classic / Mid / Max naming system and the Ultimate Angus name revealed they were the preferred choices.

The Result

The names were concise, memorable, menu-friendly, and aligned with Arby’s innovative brand, enhancing the appeal of new offerings.

Want to know more about a Naming System?

If you are swimming in a sea of names that have evolved independently over time, you may have customer and internal confusion. Here’s how names can be connected.

Learn More
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