Marketing and all things related

In the competitive fast food business, Arby’s Roast Beef, the 12th largest player, has a hard time competing with giants McDonald’s and Wendy’s, who hold the number 1 and 3 spots. But according to The Wall Street Journal (paid subscription required,) Arby’s has “removed the gloves” with a new competitive ad campaign which ridicules the big guys by name. According to the journal, “one commercial, set in a fictitious McDonald's boardroom, features a young man trying to convince McDonald's executives to serve a healthier type of chicken in the chain's restaurants. ”I propose that McDonald's stops putting phosphates, salt, and water into its chicken. Consider replacing your chicken, that is only about 70 percent chicken, with 100 percent all-natural chicken," argues the young man, standing against a backdrop of McDonald's famous Golden Arches logo hanging on the wall. Unconvinced, the room erupts with laughter.” McDonald’s has not yet commented on the new ads, and a Wendy’s spokesperson said "Our customers recognize and appreciate the quality of the food we serve at Wendy's." Marketing Blurb says these ads will generate a new round of competitive advertising, which is uncommon in the fast food industry, and in the end, nothing will change. People who eat at McDonald’s and Wendy’s cannot possibly care about food ingredients or quality! Photo Credit: Arby's