Arby's uses social media like Twitter to reference pop culture but lacks these references on its website. The website focuses more on food information while social media engages younger audiences. Arby's sales grew 3.8% in 2016 and it plans to reach $4 billion by 2018, showing room for growth. Recommendations include improving the mobile site navigation and merging the social media and website identities to reach audiences cohesively across platforms.
2. SOCIAL MEDIA
• Clever reference to pop culture
• Star Wars, Pokémon, Bill Nye, etc.
• Not a ton of overlap with website
• Very little advertising for deals or pricing; mostly just creative visuals
All pictures from twitter.com/arbys
3. WEB DESIGN
•Consistent with color
scheme and slogan
• “We have the meats”
•Lacking any nods to
pop culture, very
different from social
media presence
•Very user-friendly
4. TARGET AUDIENCES
• Geared more
towards fandoms -- a
younger generation?
• Riddled with pop
culture references
• More information on
food itself and where
to locate an Arby’s
• Possibly for an older
audience who
doesn’t use social
media as much?
6. MOBILE SITE
• Same main menu on mobile and
desktop site
• Our Menu, The Meats, Get
Deals, Gift Cards, Locations
• Our Menu page is much easier
to scroll through on desktop site
than on mobile site
• Broader categories would
help
• Not a ton of overlap with social
media
8. PROJECTED GROWTH
• Sales were up 3.8%
in 2016
• Opened 60 new
restaurants
• Currently at $3.6
billion in sales
• On track to reach $4
billion by 2018
9. BUDGET
• In the last quarter of 2016, Arby’s made appx. $310
million in total revenue
• Last quarter, appx. $54 million was spent on sales and
general administration expenses
• Of that, appx. $30 million was spent on corporate
advertising programs
• Doing as well as they currently are, it makes sense for
Arby’s to invest more money in their problem areas.
10. BIG IDEAS
1. Make mobile site more accessible
- change menu scrolling features
2. Merge social media identity with
website identity
- two separate audiences
currently; need to bring a
cohesiveness to both
