To call attention to the menu beyond their well-known roast beef, they changed their slogan in 2014, telling consumers, “We have the meats!” They wanted diners to remember they also offer great chicken, turkey, fish and corned beef. And they wanted to find something diners couldn’t get anywhere else – to further drive home their messaging and differentiate their brand.
Arby’s uses NetBase regularly to understand their audience, and the various segments comprised within it, so of course they took notice when a particularly passionate audience emerged in their data: the hunting community.
What would be the ideal menu addition for this unexpected segment?
The hunters were passionate Arby’s fans, so the chain used NetBase to follow sentiment on conversations among this segment and uncover what motivates them. This was how Arby’s learned that eating venison was a hot topic after a successful deer hunt.
They created a venison sandwich and offered it in test markets, using real- time social insights to track their success.
They measured the number of posts and impressions from their test restaurants, as well as Net Sentiment and Passion Intensity of diners looking for something unique in the QSR realm, to assess how their new menu item was faring.
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