Earlier this month, Arby’s gave away almost a million hot turkey sandwiches in two hours in a national promotion introducing the addition to its menu.
But for the 48-year-old Atlanta-based company, known for its roast beef, the gambit reflected a desire to re-establish its brand with consumers as much as make them aware of a new option on the menu.
Fourteen months after becoming a standalone, privately-heldchain, Arby’s is fighting to regain some of the momentum company leaders say it lost when it was part of the Wendy’s/Arby’s Group.
It’s first mission: reverse a sales decline. Same-store sales rose 4.9 percent in 2011 over the year before, said Hala Moddelmog, president of Arby’s Restaurant Group. That’s a switch from 2010, when same-store sales fell 5.9 percent and the company was seen as a drag on Wendy’s/Arby’s.