Arby’s:

Brand Consultation Project

Team 9:
Ben Lynch, Caroline Wharry, Elisabeth Hovis,
Ethan Scribano, Nick Bjacek, Nicole Nealon
MKTG 385: Consumer Behavior
Dr. Atav
April 28, 2021
 1. Market Analysis

Describe the brand:

Arby’s is known for their deli meat sandwiches, most namely their roast beef sandwiches.
Arby’s was founded by two brothers in Boardman, Ohio in 1964. It was originally going to be
called “Big Tex”, but due to that name already being taken by another company, it was named
Arby’s by use of a combination of their names. Following the restaurant's conception in 1964, it
was originally classified as an upper-class restaurant with its sandwiches priced at 69 cents;
comparable to a McDonalds hamburger that was only 15 cents at the time. Some of Arby’s
strengths include having more than 50 years of experience in the fast-food industry, and a major
presence in the U.S. and Canada. This strength, however, is also a weakness considering the U.S.
and Canada are the only places in which Arby’s has a presence. Another weakness is people
usually associate Arby’s with unhealthy or unattractive food items. (MBA, 2020; Tucker, 2021)
Who are the brand’s competitors?
Direct competitors include Hardee’s, Jack in the Box, Bojangles, Church’s Chicken,
McDonald’s, Burger King, and Carl’s Jr. Indirect Competitors include A&W Restaurants,
Starbucks, Dunkin Brands, Panera, Quizno’s and Subway. (“Arby’s:Owler,” 2021; BAC
Reports, 2021)
What are the main strengths and weaknesses of the most important competitors?
Carl’s Jr, McDonald's, and Dunkin Brands’ strengths all include Product quality and
customer service, while Burger King’s includes pricing/value. Jack in the Box and Burger King’s
weaknesses include product quality, while one of Dunkin Brands weaknesses is a low variety of
food options. (“Arby’s Restaurant Competitors,”, 2021)
Are there any economic, technological, social, or political trends that may influence your
brand in a positive or negative way?
Some of the current trends that could have a positive effect on Arby’s include: a shift in
society becoming more health-conscious and people are tiring of the classic fast-food menus of
hamburgers and cheeseburgers. Some of the current trends that could have either a positive or
negative effect on Arby’s include the recent rise in technology and social media and how easily
everything spreads on social media, and the recent volatility, instability, and uncertainty of the
economy. (LaMarco, 2018; Booth, 2019; Lucas, 2020)
Who are the brand’s main customers?
A majority of Arby’s Customers are above the age of 45 and predominantly white with
an income of $20,000 a year to $80,000 a year. However, with their recent marketing campaigns,
18-35-year old’s have had an increase in Arby’s customer base. (Echo-Factory, 2019; Kunst,
2019; “Arby’s Demographics,” n.d.)
What type of need is the product satisfying for them? What segments are they serving?
Physiological Needs: Every individual need food for human survival. Arby’s provides
this for their customers since they are a food establishment. Arby’s serves the four main
segments: demographic, psychographic, geographic, and behavioral. Each segment has a role in
Arby’s marketing strategies. (Rotzsch Thomas, 2021; Beare, 2012).

Do various demographic or social-strata groups (age, gender, urban/suburban/rural,

occupation, income, education) differ in their consumption of your product?
White men over the age of 45 consume Arby’s more than any other group. Those who are
of Asian descent typically do not eat at Arby’s. Those who have a lower to mid-range of
household income eat more frequently at Arby’s than those who make more than $80,000 a year.
Those with no college degree also frequent Arby’s more than those with any college experience.
Lastly, those without children eat more at Arby’s than those who do have children.
(“Arby’s Demographics,” n.d.).
Are there any potential cultural or subcultural influences on consumption of the product?
Culturally Asian food patterns do not involve lactose items. According to the marketing
analysis: “Most Asians are lactose intolerant”. Arby’s sandwiches that contain cheese would
most likely not be eaten by this culture. Indian and Pakistani cultures are also primarily
vegetarian or vegan, so eating at Arby’s would not be ideal. Religious dietary practices include
Buddhist and Hindus have lacto-vegetarianism and some Hindus do eat meat but not beef.
Therefore, they are not Arby’s demographic. Islam’s only eat meat that is halal, meaning how the
meat is prepared, therefore depending on how Arby’s handles their meats, Islamic individuals
would not eat there. This goes for Judaism as well, they have to eat kosher food items so Arby’s,
again, might not be the food they are looking for. Those who practice Jainism would entirely
avoid Arby’s as they are vegetarian. Subcultures include Arby’s target market consisting of
Millennials that partake in gaming, animated shows, etc. This is a big subculture in Arby’s
customer base. (G, 2017; Collins et al., 2009; Stuckrath, 2020)
Is the product serving different needs and motives in different people?
Arby’s serves innate needs in every individual that eats their food. As for the product
(food) itself, Arby's functionality and convenience as a fast-food store is a need for those on the
go. Their prices are also a factor to those who have a certain income. Arby’s reliability of how
the product looks in picture versus real life is also a need or motivation for some individuals. As
for Arby’s customer service, accessibility, information, transparency, and customer service
reliability and empathy is very valued as a need for those who eat there. All of these needs are
geared towards rational motivations, but customer services needs are more emotional motives.
(Breschi, 2021; B’Souza, 2008)
Is the product more or less appropriate for distinct lifestyles, personalities, self-concepts?
Arby’s would be less appropriate to market towards those who are vegan or vegetarian as
well as those with religious dietary practices stated above. However, their current target market
and customers love Arby’s therefore their current marketing practices are appropriate.
What type of criteria might consumers be using when evaluating products in this category?
When consumers are evaluating products in this category, they will use the criteria of
value, quality, convenience, information, attributes, and trustworthiness. Customers are not
willing to pay much money for fast food because the total must be in proportion with the quality,
they believe they are receiving. They perceive this as the value of the products they are
receiving. The less healthy, or lower quality, the less the customer will be willing to pay.
Convenience is important for consumers of fast food because meals can be eaten anywhere at
any time with minimal effort. Information regarding the products such as caloric intake and
ingredients. Research shows when calories are listed next to items on a menu, people are more
likely to purchase less.). The attributes of the products are how many different products are
available from the various retailers. More choices increase the chance everyone likes something
on the menu. Finally, people weigh the options of fast food versus full service and may choose
the overall experience rather than just based on price or time, so it is important for companies to
remain trustworthy in the minds of their respective target markets. (G et al., 2018; “Consumers
Underestimate,” 2019; Smead, 2019; Ryan, 2018)
What decision-making steps might the consumers be following in consumption of this
product/service.
In the consumption of Arby’s there are various decision-making steps the consumer will
follow including need recognition, evaluation, purchasing decision, and post purchase
evaluation. First, need recognition plays an important role in the consumer realizing they need to
eat and assessing measures such as time, money, and effort then choose to go to a fast-food
restaurant. In relation to fast food, if a consumer does not have time or does not want to put in
the effort to cook food, they may choose to eat at a fast-food restaurant. Next, the evaluation step
will use the evaluative criteria listed above impacting the actions of the consumers; do the
consumers see the same strengths of the product that the company does? This step involves the
consumer looking at all of the companies in their evaluative set. Then, the purchase decision will
involve whether the customer chooses Arby’s, or they choose an alternative and if they choose
Arby’s what on the menu they choose to purchase. Finally, the post purchase evaluation of this
product by others and by people themselves will influence if and how often they choose to
consume the products again. This determines how loyal a customer will be to Arby’s in the
future. Stories from previous customers are heavily weighted in the minds of potential new ones.
(Tanner., et. al, n.d.)

2. Current Marketing Strategy

Promotion:
Arby’s doesn’t have a huge budget for advertising, so they resort to more niche audiences
in their promotions, as evidenced in their sponsorship with Andrew Johnston (“Arby’s and
Andrew,’ n.d.). Arby’s targeted “self-identified nerds and web-savvy gamers” in 2017 (G, 2017).
They hoped to get exposure with these niche audiences and get their attention, allowing them to
truly interact with and increase brand sentiment in these groups. It appears that Arby’s was trying
to appeal to these niche consumers’ belongingness need in Maslow’s hierarchy by trying to
create a relationship with them. Customers create art using Arby’s products and Arby’s reposts
or interacts with their posts. In their promotions, Arby’s focuses on the quality of their meats.
After their rebrand, they’ve used their new slogan, “We have the meats” to really push that to
consumers through iconic rote learning (Moyers, n.d.). They don’t appear to be targeting any
specific emotion but do want their audience to recognize the benefits of the qualities of their
sandwiches and other foods.
Product: Arby’s has lots of heavy and meat-filled sandwiches. Being that it’s a fast-food
restaurant, the typical healthy eater wouldn’t be the target consumer. People that would probably
come here would also eat at McDonald’s or Dairy Queen. They have introduced a Market Fresh
line which includes wraps and lighter sandwiches to combat growing health concerns and low
carb menu options (Dougal et. al, 2011). In addition, they transitioned to French fries with no
trans fats. Arby’s expanded their menus through co-branding with T.J. Cinnamons’ cinnamon
rolls and Ghirardelli cookies among others.
Place: Arby’s tends to be located near other fast-food restaurants as well as off of interstate exits
and high traffic areas. It’s possible they are trying to target the everyday traveler or vacationer
looking for something to eat (this is just speculation). By having their restaurants right off of
major travel points, Arby’s could be appealing to consumers’ physiological needs just by being a
place to eat when one is hungry.
Price: Arby’s has received backlash for their high prices, but they continue to keep prices higher
due to the quality of their food (Taylor, 2014).
How might the marketing mix be influencing attitudes?
Arby’s relies heavily on word-of mouth and peer recommendations. People believed their
menu offers were undiverse and weren't aware of all the menu options. With the movement of
vegetarianism, the advertising for their meat-centric menu became unappealing to the general
population (Moyers, n.d.)
Are they appealing to reference groups? How?
They are trying to capture the younger generations (millennial and gen-z) that may not
have considered going to Arby’s before (Twitter, n.d.).
Are they influencing any steps of the decision-making process?
With the memeification of their slogan and use of their twitter they are trying to influence
the decision stage.

Are they appealing to any particular self-concepts? Any values?

They are appealing to the “self- identifying nerds” and meme culture people that enjoy
making jokes on twitter with their TikTok and Twitter account presence (“TikTok”, n.d.).
Could there be any cultural or sub-cultural aspects that may influence consumer reaction
to the marketing mix?
In recent years Arby’s has tried to capture opportunities through viral tweets and memes
that go along with their branding.
Are they using different strategies to appeal to different segments? Could segmentation be
important here?

Customer’s tastes are constantly evolving so Arby’s often changes their menu to appeal
to different generations (Kelso, 2014).

3. Research Objectives

Part A: Objective: determine how we can get Arby’s to appeal to a younger group than its
current consumers: Millennials and Gen Z. Our segment will be JMU students between the ages
of 18 and 23 since college students have a strong selective choice when it comes to fast food.
They can afford most brands and have high accessibility due to their proximity to public (bus)
and private (own car, uber) transportation. This group falls into the Gen Z generational category.
Part B: While there are parts of Arby’s recent campaigns on Twitter and TikTok that are
appealing to the younger generations, many potential customers still consider the brand a lower
choice in their fast-food consideration set. There is a lack of information and understanding of
what Arby’s really sells. They have successfully integrated their slogan as a recognizable part of
who they are and what they sell. However, the target market we feel they should capture to
remain successful as a brand has more than double the percentage of vegetarians and vegans
(Coppola, 2020). Relating to their current marketing strategy, we want to see how exactly what
they are doing is impacting the behaviors and thoughts of those within potential consumers. Do
customers think of Arby’s meat as superior or are they turned away by thinking about it? Is the
attention they are receiving helpful or hurtful attention in the eye of the consumer? In addition, it
is important to consider how their current marketing efforts which are primarily targeted at niche
segments are going to trend in the future. Are they going to grow in numbers and if so is that
something the marketing budget can support? It has been found that with lower budgets, niche
marketing can be extremely successful but is this really translating into an increase in sales,
awareness, or interest? (Wilson, 2019)
Part C: One potential area we were concerned about was the slogan for Arby’s because their
current slogan, “We have the meats”, first off could have a negative tone with some people, and
secondly, could be misleading considering new meatless menu options. Additionally, there have
been recent concerns with the health standards of Arby’s, which without a doubt has negative
effects on the already unsettling feelings about the restaurant chain. (Beach, 2021)
In our focus groups, one of the things that we could gather information on is how to improve
Arby’s slogan, and obtain suggestions on new ones to implement. Also, we would like to gain
insight on how many people are actually aware of the health inconsistencies, and what people
think is the correct way to address them if it is a common objection among consumers.

4. Research Summary

The participants of the focus groups were all in their early twenties and JMU students.
Out of the six participants for each, two were female and the other four were male. Both focus
groups conducted were about thirty minutes each, where the first one emphasized perceptions
and thoughts of the fast-food industry as a whole, and the second one was specific to Arby’s. The
participation level significantly increased from the first to the second group but never got in the
way of the overall flow of the meeting. The environment mirrored that of a discussion rather than
of an interrogation which allowed the participants to share their honest views on the topics
discussed. The participants seemed relaxed and engaged in the conversation providing the
opportunity for seamless transitions between topics. There were certainly points in both focus
groups where the participants had lengthy interactions, in which we gained most of our
information.
The focus groups provided insights into how participants viewed fast food, Arby’s, and
what they learned from the discussion. In regard to eating fast food in general, people seemed to
be split evenly. The people who did not eat fast food at all did so for health or monetary reasons,
while those who did eat fast food said they either enjoyed it, it was easy, or convenient. Gaining
an understanding of the fast-food industry in general was important to gauge the viewpoint
everyone was basing their answers off of for the questions referencing Arby’s. Additionally, it is
worth mentioning that when the participants were tested using aided recall of various fast food
chain logos and slogans, almost every single person knew all of them. A second aided recall test
was used to see if participants could match pictures of food to the fast-food restaurant it came
from. Many of the participants could match the food to the restaurant immediately. However,
this shocked others who did not realize how recognizable a picture could be. This shows the
reach and awareness fast food restaurants have in the minds of people who may not be
consumers of their particular brand.
Negative brand image and more specifically scandals are extremely memorable for
consumers, often more than any positive attention a company has received. Throughout the focus
group scandals involving companies such as Chick-fil-A and Subway were brought up and
answered as reasons as to why someone chooses to avoid those specific companies. Social media
is used as an advertising tool but is also a way for people to share their experiences, thoughts, or
viewpoints. It can be concluded that it is much harder for a company to recover from negative
publicity especially when that company is in the fast-food industry and there are many
alternatives to choose from.
The social media and meme presence of Arby’s was well known by the participants
without following any of their accounts. It was discovered through a series of follow up
questions the real reason why Arby’s has gained so much attention on these platforms. It is
because people do not take Arby’s seriously due to the different types of content they post.
Furthermore, many participants are put off by their perceived brand image, slogan, and actual
food. The prices were a point of concern for many participants as they are more expensive than
expected. This aligns with the discussion of quality being a basis for perceiving the value a
person places on a particular brand. The participants did not perceive the food at Arby’s to be of
high quality.
Overall, while Arby’s is known as a fast-food company in the industry their place is not
promoting growth or interest in the younger markets. They would not be chosen specifically
based on any of the criteria’s discussed in the focus group including price, convenience, quality,
or value. Many holes in their menu and overall brand image were uncovered supporting the
research and conclusions drawn surrounding Arby’s.
 5. Strategic Strengths and Weaknesses (Criticism of the brand)

Despite the general public opinion about Arby’s being overwhelmingly negative, their
internet presence is incredibly strong. Currently, Arby’s has over 845,000 followers on Twitter.
This number pales in comparison to their larger competitors, but it is a testament to the
difference between their internet popularity and their purchase popularity. Arby’s internet
strategy is on par with their competitors who have millions more followers than they do. From
funny tweets describing their emoji usage, to following meme trends as quickly as they appear,
Arby’s has solidified itself as a known brand on the internet. This “memeification” of the brand
has gone as far as to become a trend on TikTok, a platform that Arby’s does not have as strong
of a presence on, where they are constantly mentioned and memed due to their humorous image.
However, this humorous image can only do so much for Arby’s consumption. Currently
Arby’s exists in the public schema as a meme, not as a viable restaurant choice. One of our focus
group participants mentioned how she and her friends see Arby’s as a joke and not somewhere
they would ever choose to eat at, believing the slogan was “asking for” ridicule. Another
participant went as far to say, “who the [heck] eats at Arby’s?!” when prompted who they think
visits their locations. This shows that though Arby’s internet presence is profitable, they are not
taking full advantage of its potential.
Arby’s pricing strategy is detrimental to its success. When asked in the focus group how
much a sandwich cost, everyone was collectively shocked at the price saying it was insanely
expensive for the quality of the food. The food products themselves were seen as unappealing by
the focus group, stating that they looked “dry” and contained “too much meat”. This is further
enforced in their promotional activities, where Arby’s only talks about the red meat products
available on their menu. When the focus group was asked about the other products available on
Arby’s menu, which include salads, chicken sandwiches, and milkshakes, the participants were
wholly unaware of their existence. Arby’s promotion of an undiverse menu is restricting their
potential customers, a tactic which is only reinforced by their memeification of their meat
selection.
Arby’s use of a humorous social media presence has the potential to be highly valuable,
but it is currently being misused. Their lack of utilization of their public platform to inform
potential customers of their menu diversity is a main point of difficulty for this company.
Another point of difficulty is their pricing strategy and their selective promotion strategy.
Potential customers are being led to believe Arby’s only sells overpriced, unappealing
sandwiches. This combination is driving potential customers away at a dangerous rate. Finally,
Arby’s is currently only effectively selling itself as a popular meme account, not a fast-food
chain. The general social consensus of the brand is that though they are funny, they are not an
option to purchase from. This is the type of internet popularity companies need to avoid, because
after all, someone cannot eat a tweet.

6. Recommendations

We believe that Arby’s is missing a key segment of customers, which is Gen Z and
Millennials. These people know of Arby’s and make plenty of jokes about Arby’s, but many
have never stepped foot into one of their restaurants. There are many ways to help attract this
segment.
Arby’s menu is full of meat and not very many alternatives. They have a “Market Fresh”
menu with lighter, healthier items which should be more prevalent and advertised across their
platforms. Our focus group only knew of their meat sandwiches, such as the roast beef and
reuben. This provides an opportunity to capture the portion of Gen Z and Millennials who are
health conscious because, as proven in the focus groups, people are simply unaware of the
healthier options.
Arby’s sandwiches tend to be generally bland, specifically with their roast beef. Our
focus group touched on that a lot, saying that a barrier to them eating there was the lack of
flavor. Introducing a line of sauces to customize Arby’s sandwiches would attract those
customers who are looking for the customization aspect and those who want more than simply
meat and a bun for a sandwich.
While Arby’s most likely does not have a way to just decrease their prices, there are a
few menu items on the cheaper side that they could increase customer awareness of. For
example, their sliders are only around $1 each. Getting customers to know about their cheaper
menu items will help get them in the door.
As seen in Appendix 1, our focus group mentioned that collaborations with influencers
are a great way for brands to increase product awareness and even get consumers to buy a
product. The same could be said with Arby’s. There are plenty of memes going around about
Arby’s, so if they were to come out with a collaboration with an influencer with the same
audience as them, it could be incredibly successful. This could help separate them from the
“meme” image and make them appear to the consumer as a more “serious” food company like
Dunkin’ or McDonalds. Platforms such as TikTok and Twitter are great places to spread
products for brands. Arby’s is successfully interacting with and marketing to their customers on
these platforms but can go even a step further with a large collaboration. The Travis Scott-
McDonald’s collaboration that took place in late 2020 increased McDonald’s quarterly sales by
4.6 percent (Fickenscher, 2020). In addition, this collaboration was widely talked about on many
social media platforms such as Tiktok and Instagram.
 7. Appendix 1: Transcript of Focus Group

Focus Group 1: Timestamp 6:01-6:22

Moderator: “What important qualities do you look for when you are purchasing fast food?”
Focus Group Participant (Male, 21): “What's gonna fill me up the most in terms of just like price
because that's just good consumer ship. Obviously, some places are slightly more expensive than
others, but primarily, it's just how much food can I get for this amount of money, and whether or
not it's food that I will actually enjoy versus food that I will be less excited about to eat. So, I
find myself often buying the same food over and over again, just because I know that I like it
already. Not branching out at all.”

Focus Group 1: Time Stamp 29:39-30:38

Moderator: “So touching on the collab, do you guys think it's a good idea for these fast-food
companies to collab with other places? Like how McDonald's with BTS and Travis Scott, and
certain other companies collab or talk about anime and stuff like that. How do you guys feel
about that?”
Focus Group Participant (Female, 21): “Oh, it absolutely works. Like Dunkin Donuts with The
Charlie Drink. So, I used to work at Dunkin and my boyfriend currently works there. But oh my
god, so many people came in ordering saying like, ‘Can I have the Charlie, can have the
Charlie’. And people would come in and ask for merch too. I feel like it definitely works,
regardless of who the celebrity is that they're collabing with, because after a while, its mostly just
people following that celebrity. Then after that, it becomes a huge bandwagon kind of thing. And
people just want to try it because everyone else is trying it, not necessarily because they're
following this celebrity. So, I think it totally works.”

Focus Group 1: Timestamp 31:59-32:34

Moderator: “So, from this session, what stood out to you the most?”
Focus Group participant (Female, 21): ‘For me, I didn't realize that food was that recognizable to
other people. Like the food isn't that recognizable to me because I don't frequent fast food as
often. But it really surprised me that Nate knew all of the food because I guess people really just
go to fast food that often.”
Focus Group 2: Timestamp 5:29-7:35
Moderator: “How do you all feel about Arby's food, is it something you like? Is it something you
don't like? Have you really ever tried it?”
Focus Group Participant 1 (Male, 21): “I don't think I've ever actually either been in an Arby's or
even had Arby's. Like, I obviously know, roast beef is a big thing. I'm sure I've seen commercials
for it obviously, but I've never had Arby's, it's not a restaurant that I frequent, or I guess I don't
think I've actually ever had Arby's. They're around, I would say they're certainly not as prevalent
as McDonald's or Wendy's. But it also doesn't seem like the type of food that I would go to fast
food for. Like, I could make a roast beef sandwich at home, much more comparable price, then I
could go into an Arby's and purchase it. And I don't know if that's the only thing on their menu,
but that's the only thing I know for a fact.”
Moderator: “Does everybody share similar thoughts about that?”
Focus Group Participant 2 (Male, 22): “I kind of like Arby's, I don't go very often, but I
sometimes get a craving for it because my family eats it occasionally. So, it doesn't bother me at
all. A lot of people say that it messes up their stomach, like completely, but I never had that
problem. I actually enjoy it.”
Focus Group Participant 3 (Male, 22): “The food just looks like there's no sauce. You could get
this kind of sandwich at a local deli. I mean, their marketing is great. I love their ads on TV, Tik
Tok, and tweets. But, I have not even Arby's in like five years. Like who the [heck] eats at
Arby’s”

Focus Group 2: Timestamp 9:43- 10:36

Moderator: “What is everybody's concerns or thoughts on Arby's in this like the social media
world.”
Focus Group Participant (Female, 20): “I didn't really grow up eating fast food. So, I never heard
of Arby's until going on social media. So, I guess they're doing a good job of getting their
branding across. But I feel like it probably could be a little bit better.”
Moderator: “Though when you say like branding, do you have anything specific when you say
that?” Focus Group Participant (Female, 20): “Um, I feel like, it's kind of just a joke. I feel like
for most people, it's something to laugh about. Not really somewhere that they go to. I just feel
like they are a big meme and stuff.”
 8. Appendix 2: Outline of Focus Group

Focus Group 1)

Welcome
Introduce Moderator & assistant moderator
Introduce Focus Group
Introduce Topic
Explain Topic
Explain what the results will be used for
Explain why they were chosen to participate
Guidelines
No right or wrong answers, only differing points of view
We're tape recording, one person speaking at a time
We're on a first name basis
You don't need to agree with others, but you must listen respectfully as others share their
views
No phones, unless it’s an emergency
Talk to each other
As the Moderator, we’re here to guide the discussion

Opening Questions:
Please describe on a typical day how you eat
How do you feel about eating out?
How often do you eat out?
How much money do you think you spend per week eating out?
When you eat out is it mostly fast food or casual dining?
What brands come to mind when you think of fast food?

Body Questions:
What fast food brands do you eat at and why?
 When you eat fast food, what attributes do you look for? Like location, price, variety of
menu, mood?
Aided Recall - which brand do you recognize (logos)
● Hardees
● McDonalds
● Burger King
● Bojangles
● Wendy’s
● Chick-fil-A
● Subway
● Panera
Aided Recall - Which food is from what fast-food place?
For logos we can ask if they know which place it is and their slogans
For the picture of the actual food, we can ask does this look good, would you eat it, What
do you think the price is for that item? Ask for feedback about price of item
How many of you have social media i.e., Twitter, Instagram, Facebook, & TikTok?
How often do you use social media? How many hours per day?
Do you follow any fast-food chains on your social media accounts?
Can you remember the last ad you saw for a fast-food chain on social media? Do you
recall what it was about?
If you saw a fast-food chain ad on your social media would it motivate you to go get it?
What do you think/feel about fast-food chains being on social media?

Ending Questions:
What stood out to you most in this session?
Do you have anything else you would like to say about fast food chains and their
marketing?
If you do not eat fast food frequently or at all, would you now?
Have we changed your views on fast food and their marketing via social media?
Is there anything else anyone would like to add before we end the session?
Focus Group 2)

Welcome
Introduce Moderator & assistant moderator
Introduce Focus Group
Introduce Topic
Explain Topic
Explain what the results will be used for
Explain why they were chosen to participate
Guidelines
No right or wrong answers, only differing points of view
We're tape recording, one person speaking at a time
We're on a first name basis
You don't need to agree with others, but you must listen respectfully as others share their
views
No phones, unless it’s an emergency
Talk to each other
As the Moderator, we’re here to guide the discussion

Opening Questions:
Please describe on a typical day how you eat
How do you feel about eating out?
How often do you eat out?
How much money do you think you spend per week eating out?
What brands come to mind when you think of fast food?

Body Questions
What are important qualities you look for when purchasing fast food?
What do you think of when you think of Arby’s?
 If someone asked you to go to Arby’s with them, what would you say?
Have you ever eaten at Arby’s? If so, do you remember what you got?
If you don’t eat at Arby’s, where do you eat? And why?
If you have ever eaten at Arby’s, do you have a positive experience?
Or negative?
People who eat at Arby’s are…. (give background from class)
What would Arby’s look like if it were a person?
What do you think they have on their menu?
What on their menu sounds good or bad? *show menu*
How expensive do you think Arby’s is?
Show images of Arby’s food - Ask them what they think the price is for that item
Then show actual price and ask about their feedback from what they thought it
would be to what it actually is
How do you feel about Arby’s slogan - “We have the meats”
Have you ever seen any of Arby's ads? What platform were they on and were they
memorable?
Do you follow Arby’s on social media?
*Show Arby’s ads* What do you think about these ads? Ask for reflection.
What do you think Arby’s should do differently? In their advertising? In their
menu/experience?
Does Arby’s have the important qualities you look for when purchasing fast food?
What are the positives and negatives of Arby’s?

Ending Questions
What stood out to you the most in this session?
Do you have anything else you want to say about Arby’s and your feelings towards the
company?
If you have not eaten at Arby’s before, would you now?
Have we changed your views on the company?
 9. Appendix 3: Additional Material

TikTok’s About Arby’s

https://www.tiktok.com/@richblackguy/video/6952606444265032965?
_d=secCgYIASAHKAESMgowFfh7OquG0ZsfpJV
%2FzHpdBJ2dLD1qq5Mbh6zDCZjzcMuxOwhrPM19Nrtkuf7PXKP3GgA
%3D&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAA5xZwQ9jYH-
vAWCxaQNGcrob3ZahqDm_7Rv2RZ74fTLP4ivhQXLywQVoUBe9jlRcI&share_ap
p_id=1233&share_item_id=6952606444265032965&share_link_id=B30EACA6-
0585-4D55-BFC1-
55A171B32797&source=h5_m&timestamp=1619476442&tt_from=more&u_code=d
8518j7m33aeab&user_id=6732611100171879430&utm_campaign=client_share&utm
_medium=ios&utm_source=more&_r=1

https://www.tiktok.com/@h1t1/video/6886594556977089798?
_d=secCgYIASAHKAESMgow
%2B8jX3zhdiFrlz3h4wjHzFgkC6oLS52Vcr6%2FwRKMsisAB
%2ByxNQRqFnak2%2B%2BJ9KAhxGgA
%3D&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAA5xZwQ9jYH-
vAWCxaQNGcrob3ZahqDm_7Rv2RZ74fTLP4ivhQXLywQVoUBe9jlRcI&share_ap
p_id=1233&share_item_id=6886594556977089798&share_link_id=8C2EBF9D-
FF53-4785-9462-
08B055980975&source=h5_m&timestamp=1619487952&tt_from=more&u_code=d8
518j7m33aeab&user_id=6732611100171879430&utm_campaign=client_share&utm_
medium=ios&utm_source=more&_r=1

https://www.tiktok.com/@h1t1/video/6897653233397845254?
_d=secCgYIASAHKAESMgowgx
%2BiwxkbsxfshJBwFSNEJDtLzqgZxXuSfQPYbQ6hKpwpUDfgDkguPBOrIVox5Zz
5GgA
%3D&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAA5xZwQ9jYH-
vAWCxaQNGcrob3ZahqDm_7Rv2RZ74fTLP4ivhQXLywQVoUBe9jlRcI&share_ap
p_id=1233&share_item_id=6897653233397845254&share_link_id=E3086BE6-
033F-4797-AD1A-
C634413D630F&source=h5_m&timestamp=1619488121&tt_from=more&u_code=d
8518j7m33aeab&user_id=6732611100171879430&utm_campaign=client_share&utm
_medium=ios&utm_source=more&_r=1
Arby’s Tweets and Bio:
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