FORT LAUDERDALE, FL: Arby's launched its biggest national PR
program ever last week to coincide with its first centralized ad
campaign in 15 years.
The fast-food brand is operated entirely by franchise and serviced by
Triarc Restaurant Group. The marketing drive has been developed to
promote Market Fresh, Arby's new deli-style sandwich line with four
Triarc has retained Miami-based PR agency The Nixon Group for the last
four years. In late 2000, Nixon began developing a Market Fresh PR guide
for all 3,300 Arby's restaurants, which includes comprehensive,
step-by-step instructions on how to reach out to the media in the local
'Because Arby's is 100% franchised, we can only support on the broad
level,' said Lisa Mozloom, VP at Nixon. 'The franchisees implement it on
the local level.'
The guide also includes advice on developing a media list and creating
community outreach programs. Press release templates and media-ready
folders were included for franchisees to distribute to local reporters
with food samples.
Nixon also develops special promotions, and supports internal and
franchise communications for Triarc brands TJ Cinnamon and Pasta