The Arby’s brand purpose is Inspiring Smiles Through Delicious Experiences™. Arby’s delivers on its purpose by celebrating the art of Meatcraft™ with a variety of high-quality proteins and innovative, crave-able sides, such as Curly Fries and Jamocha shakes. Arby’s Fast Crafted™ restaurant services feature a unique blend of quick-serve speed combined with the quality and made-for-you care of fast casual. Arby’s Restaurant Group, Inc. is the franchisor of the Arby’s Brand and is headquartered in Atlanta, Ga.
One of the keys to Arby’s success has been its market positioning. Arby’s use Fast Crafted® to describe the space they occupy in the marketplace. Arby’s draw both fast food and fast casual guests, and have advantages that set us apart from each of those categories.
Arby’s distinguishes itself from fast food competitors by offering better quality food — deli-sliced meats and delicious side items (or “friends of meat,” as we like to call them). Arby’s is not afraid to charge a little bit more for high quality items like our brisket sandwiches, made with meat that is smoked for at least 13 hours.
The parent company of the franchisor of the Arby’s® Brand, Arby’s Restaurant Group, Inc. (ARG) owns more than 1,000 restaurants, and set aside more than $189,000,000 from 2013 to 2015 to upgrade and expand its own operations.