Arby's is adding more lower-priced items to its menu and backing them with new advertising to attract budget-conscious diners in the midst of a downturn that has crunched sales at Arby's.
The value menu starts at $1 and features a roast beef sandwich, curly fries and a "jamocha" shake. Arby's, part of Atlanta-based Wendy's/Arby's Group, said the menu will be refreshed periodically to showcase seasonal offerings.
Arby's is launching new television advertising this weekend on Saturday Night Live, showing fans "sharing their stories about why they love Arby's food," as the company said in a press release.
"We designed these spots 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," said Steve Davis, chief marketing officer at Arby's.
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