Arby’s is doing a “fast-food first” and will be selling deer meat sandwiches in 17 locations which will be in the states of Wisconsin, Minnesota, Michigan, Pennsylvania, Tennessee and Georgia. They chose these states since they are the prime locations for hunting. With their slogan for the new sandwich being “It’s Meats Season,” they are focusing their campaign on hunters and what would appeal to them.
The sandwich will feature a think-cut venison steak with crispy onions and berry sauce on top. The sandwiches will be available starting October 31 in Nashville, Tennessee.
In a statement by the CMO, Rob Lynch, he said, “Hunters hunt the meats, and we have the meats, so that makes sense for us to connect with them and offer a sandwich that they can’t get at any other restaurant chain.” The company did say that the meat will be from farmed deer that were feed on fresh grass, instead of hunted deer.
I think this is a very interesting approach on Arby’s part. It is definitely a new approach to fast food sandwiches and I am I curious to see how it turns out for them. Since it is only in 17 locations, it’s hard to know if it will be a good move on their part so I am interested to see if they will do this ever year during hunting season and make it more available each year. I do feel that this is a good step in the right direction for Arby’s because they are trying to do something new and different and they are working on getting a particular audience involved. Since it is a limited audience, I think it may take some time for Arby’s to get the sandwich popular but with the right marketing and campaign, it could definitely be a good decision.