Skip navigation

Arby’s debuts $1 value menu

ATLANTA Arby’s has rolled out its new $1 value menu to all 3,700 of its restaurants, the chain said Friday.

The value menu, which will be supported by a national advertising campaign beginning Saturday, features such items as an oven-roasted, freshly sliced roast beef sandwich, signature curly fries and a Jamocha shake. The chain said it would refresh the menu periodically in order to showcase seasonal favorites and other signature offerings.

The debut follows a self-described successful test of the menu that had reached about 2,500 locations by January.

Arby’s said the new lower-priced menu would complement the chain’s existing $5.01 Combo offering, which it launched last September. That menu consists of a choice of five full-sized sandwiches plus small order of fries and a small drink.

“Arby’s is the only place you’ll find roast beef sandwiches on a value menu that are slow-roasted in-house every day and served from the convenience of a drive-thru,” said Steve Davis, Arby’s chief marketing officer. “The value menu offers fans an affordable way to get their hands on some of Arby’s classics.”

Davis added that the advertising campaign would focus on food quality.

The marketing push “was designed to help us cut through all of the value menu clutter already out there and feature what sets us apart from the rest of the pack — our food,” he said.

The value menu is the latest initiative that Arby’s has implemented in its attempt to turn the brand’s sales into positive territory. In January, the chain’s parent, Wendy’s/Arby’s Group Inc., announced the resignation of Tom Garrett as Arby’s president and chief executive after third-quarter results reflected lackluster sales performance. Roland Smith, president and chief executive of Wendy’s/Arby’s, assumed the role of interim president of the brand until a permanent replacement is found.

Same-store sales fell 11 percent during Arby’s latest quarter.

Contact Elissa Elan at [email protected].

Hide comments

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish