Marketing

Arby's bundles burgers and golf for Father's Day promotion

The fast-food chain continues to push branded merch tie-ins to lure consumers.
Fans can enter to win an Arby's Burger Driver to gift golf-loving dads. | Photo courtesy of Arby's.

Arby’s is taking on its fast-food burger competitors in a new Father’s Day promotion that bundles burgers and golf.

Starting Monday and running one week through Sunday, fans can visit arbysburgerdriver.com for a chance to win the Arby’s Burger Driver, a limited-edition custom-branded golf club. The promotion ties into the chain’s two chef-driven burgers as “the perfect way to kick off or wrap up a day on the course,” according to a statement.

Arby’s Deluxe Burger is topped with American cheese, lettuce, tomatoes, onions, pickles and a special burger sauce, all layered on a toasted brioche bun. The Big Cheesy Bacon Burger is crafted with six pieces of crispy bacon, American cheese, Swiss cheese, lettuce, tomato, onions, pickles and the same special burger sauce on a toasted brioche bun.

Tying its menu into premium branded products has been a successful marketing strategy for the Atlanta-based chain in the past. Previously, Arby’s released a limited-edition smoked bourbon infused with the flavor of its Smoked Brisket Sandwich. The price was $60. That followed on the heels of its branded french-fry flavored vodka, also about $60. Both sold out quickly.

The Arby’s Burger Driver promo is taking a slightly different approach. The high-end golf club isn’t for sale on the chain’s website; instead consumers have to enter for a chance to win “with a few select fans” getting the prize. Arby’s doesn’t say exactly how many drivers are up for grabs.

“Arby’s Burger Driver was made for our fans who love golfing almost as much as they love a juicy burger,”said CMO Ellen Rose in a statement. “We know that our burgers have what it takes to drive away the competition and put a little sizzle in fans’ golf swings, and now we can’t wait to see our new Burger Driver add some extra flavor to the fairway!”

The Deluxe Burger starts at $6.99 and the Big Cheesy Bacon Burger at $7.99, but no purchase is necessary to enter the golf club giveaway, and a purchase does not increase the chances of winning, Arby’s stated.

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