Arby’s takes a break from beef
Arby’s, one of the most dramatic restaurant turnaround stories of recent years, has raided the henhouse for its next traffic lures. The chain is so confident about the drawing power of its new Buttermilk Breaded Chicken Sandwiches that it’s already added them to the everyday menu.
Three versions are offered, and all are fried. Each features a whole-muscle chicken breast that’s marinated in buttermilk before being battered with a buttermilk-flavored coating.
The chain has a high benchmark for a successful product introduction. Its smoked brisket sandwich reportedly generated more than 20% of sales when it was offered as an LTO. It’s now on the permanent menu, along with two chicken sliders.