Arby’s
Triple Stack, Ultimate Angus & Spicy Santa Fe
Big Bites, Bigger Branding
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.