How Arby’s Turned Its Brand Around After Years With an Identity Crisis | Adweek

 Arby’s brand president and marketing boss Rob Lynch realized shortly after joining the fast-food chain famous for those stacked-to-the-ceiling roast beef sandwiches that he had his work cut out for him. Standing at the counter of one of his restaurants one afternoon, Lynch recalls, he overheard a customer remark: “Arby’s makes really big, meaty sandwiches—I wish they had a chicken sandwich.” And yet right there on the menu board were four chicken sandwiches.

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