“Arby, we have the meat”, sounds kind of nostalgic. There was a time when mentioning Arby’s in a fast food debate got you some weird looks. While every other fast food chain proclaimed to have the best chicken sandwiches or pretend to reinvent a different type of burger, Arby’s quietly leaned into being weird and unapologetic about it.
Arby’s spent years as the punchline for fast food jokes. The roast beef sandwiches that they have going on? Always being undermined. Nevertheless, something changed within the last year. People on social media platforms such as Tiktok and Instagram have started to share their actual experience with Arby–and honestly it’s very surprising. The brand had personality instead of sounding like corporate robots trying to learn slang. Arby’s social media voice became oddly charming. As soon as they stopped competing for the “best burger place” and doubled down on being known for giant meat sandwiches, their popularity exploded. That confidence matters more than companies realize. Fast food fans are tired of eating the same ol’ plain burgers that just feel the same at every chain. Arby’s absurd meat portions on sandwiches have one of the most contrasting features it has compared to other restaurants. Modern fast-food marketing has become too obviously polished. Every commercial started looking cinematic. Every chicken sandwich acts like it’s a national emergency. Arby succeeded because it never went with the trend–rather, it attracted the mass. It still feels a little greasy and excessive, but for many customers, that’s definitely a much more memorable experience than another minimalist burger wrapped in paper.
Arby is no longer trying to compete directly with burger giants, but rather becoming a wildcard itself. And in this day and age, standing out matters more than following the trends. People remember the restaurant that took risks. The one served giant meat mountains while everyone is still eating the same plain cheese burger.
