Arby's Leap Day Menu is a Tongue in Cheek Approach to Vegetarianism
Alyson Wyers — February 26, 2016 — Marketing
References: twitter & finance.yahoo
To celebrate Leap Day this year on February 29th, Arby's is celebrating by offering a vegetarian menu for one day only. The roast beef-focused chain restaurant will be offering vegetarian-friendly options for the first time.
Each item is simply a meatless take on their signature carnivorous items. Extremely extensive, Arby's Leap Day vegetarian menu contains 43 choices for customers. This includes the sandwich brand's full gamut of bread-based dishes, as well as salads, fries ("potatoes -- the meats of the field") and a variety of desserts.
This tongue in cheek approach is clearly not a serious take on veggie-friendly dishes. Chief Marketing Officer and Brand President Rob Lynch noted if the campaign was well-received, the menu might become available every Leap Year.
Each item is simply a meatless take on their signature carnivorous items. Extremely extensive, Arby's Leap Day vegetarian menu contains 43 choices for customers. This includes the sandwich brand's full gamut of bread-based dishes, as well as salads, fries ("potatoes -- the meats of the field") and a variety of desserts.
This tongue in cheek approach is clearly not a serious take on veggie-friendly dishes. Chief Marketing Officer and Brand President Rob Lynch noted if the campaign was well-received, the menu might become available every Leap Year.
Trend Themes
1. Vegetarian Fast-food Menus - There is a growing trend in the fast-food industry to offer vegetarian or vegan options to cater to the increasing demand for plant-based diets.
2. Humorous Brand Advertising - The use of humor in advertising campaigns can be effective in generating buzz and creating a playful image for brands that could lead to more customers.
3. Limited-time Offers - Offering a unique and temporary menu can create excitement among customers and encourage repeat visits from loyal customers.
Industry Implications
1. Fast Food - Fast food companies can tap into the plant-based market by offering vegetarian/vegan options on their menu and appealing to a wider customer base.
2. Advertising - Advertising agencies can work with businesses to develop humorous and creative campaigns that appeal to customers and grab their attention.
3. Hospitality - Restaurants and hotels can offer limited-time menus and promotions to attract new customers and entice loyal customers to return.
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