Atlanta-based Arby’s is calling attention to a new product Thursday by giving it away.
Customers at most of its 3,500 restaurants can get a free turkey roaster sandwich between 11 a.m. and 1 p.m., no purchase required.
The sandwich, widely available since Sunday, is designed to complement Arby’s signature roast beef line and grow its business in a tough industry.
“For all these years, Arby’s has really been focused on beef,” said Bob Kraut, senior vice president marketing and advertising. “Now we have another option.”
Kraut said by offering hot, sliced turkey in three variations, Arby’s is “responding to customers’ changing tastes” for lighter options.
Arby’s, owned by Atlanta private equity firm Roark Capital Group, changed management not long ago, Kraut noted. Their new thinking allowed for the addition of the turkey sandwich line.
Arby’s expects to give away sandwiches to about 1 million customers.
Harry Balzer, vice president of the NPD Group, a consumer market research firm, said getting those customers to return to Arby’s is key.
“The question,” he said, “is do they come back. That’s the hope here.”
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