Arby's: The Meaty Legacy of a Fast-Food Icon
In a fast-food landscape dominated by burger joints and golden arches, Arby’s has carved out a unique and formidable niche. Known for its towering roast beef sandwiches and the booming voice of its "We Have The Meats" campaign, the brand has evolved from a single sandwich shop in Ohio into a global powerhouse.
Today, Arby's stands as the second-largest sandwich restaurant brand in the world, operating under the umbrella of Inspire Brands. This article explores the history, the marketing genius, and the franchise opportunities that define the Arby's experience.
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| Arby's |
1. The Origins: Not Just Another Burger Stand
The Arby's story began on July 23, 1964, in Boardman, Ohio. Founders Forrest and Leroy Raffel (the "R-B" in Arby's stands for Raffel Brothers) noticed a gap in the burgeoning fast-food market. While everyone else was selling 15-cent hamburgers, the Raffels envisioned an upscale sandwich shop catering to adults.
They launched with a simple but premium menu:
Slow-cooked roast beef sandwiches (priced at 69 cents).
Texas-sized iced tea.
Potato chips.
Their "Fast Crafted" approach—marrying the speed of fast food with the quality of a deli—proved to be a massive hit. By the 1970s, the chain was expanding at a rate of 50 new locations per year.
2. "We Have The Meats": A Marketing Masterclass
For decades, Arby's was seen as a "traditional" choice, but in the early 2010s, the brand underwent a dramatic transformation. Facing stagnant sales, the company launched the "We Have The Meats" campaign in 2014, voiced by actor Ving Rhames.
This campaign did more than just sell sandwiches; it redefined the brand’s identity. It leaned into its "meatcraft" heritage, showcasing a variety of proteins beyond roast beef—including brisket, turkey, chicken, corned beef, and even limited-time offerings like venison and wagyu.
Fun Fact: The "Meat Mountain"—a secret menu item featuring every meat the restaurant offers—was born after customers saw a promotional poster and started asking if they could actually buy it.
3. Iconic Menu Innovation
Arby's distinguishes itself through a menu that balances nostalgia with bold innovation. Some of its most recognizable items include:
| Item | Description |
| Classic Roast Beef | Thinly sliced, slow-roasted beef on a toasted sesame seed bun. |
| Beef ‘n Cheddar | Roast beef topped with Cheddar cheese sauce and Red Ranch on an onion roll. |
| Curly Fries | Famous for their spiral shape and seasoned coating; introduced in 1988. |
| Jamocha Shake | A signature coffee-and-chocolate flavored thick shake. |
| Horsey Sauce® | A zesty horseradish-based condiment that has a cult following. |
4. The Business of Arby's: Franchise Opportunities
Arby’s is a cornerstone of Inspire Brands, a multi-brand restaurant company that also owns Dunkin', Buffalo Wild Wings, and Sonic. For entrepreneurs, Arby’s offers a proven business model backed by high-tech supply chains and massive marketing power.
Investment Requirements (Estimated for 2026)
Opening an Arby's requires significant capital and experience. Here is a general breakdown of the financial commitments:
Initial Investment: Ranges from $644,950 to $2,451,000 (depending on whether it is a traditional free-standing unit or a non-traditional location).
Liquid Capital Required: Minimum of $500,000.
Net Worth Required: Minimum of $1,000,000.
Ongoing Fees: * Royalty Fee: 4% of gross sales.
Advertising Fee: Approximately 4.2% of gross sales.
Why Franchisees Choose Arby's?
Market Differentiation: Arby's doesn't compete directly with burger chains, giving it a unique "white space" in the market.
Operational Support: As part of Inspire Brands, franchisees benefit from a shared technology platform and industry-leading training programs.
Global Growth: While dominant in the US, Arby's continues to expand in international markets including Canada, Mexico, Turkey, and South Korea.
5. Looking Ahead
As consumer preferences shift toward higher-quality ingredients and transparency, Arby's remains well-positioned. Its ability to pivot from a simple roast beef shop to a "meat-centric" destination has allowed it to stay relevant to younger generations while keeping its loyal fan base.
Whether it’s through digital ordering, drive-thru innovation, or daring new menu items like the "Diablo Dare" sandwich, Arby's continues to prove that in the world of fast food, they truly do have the meats.