Leap Day only occurs every four years and Arby’s is celebrating this day with a one-day Vegetarian Menu on February 29th.
Arby’s has long been known for their roast beef sandwiches, however they are breaking tradition on Leap Day by offering a vegetarian menu. Arby’s CMO and Brand President Rob Lynch told Restaurant News that while Arby’s is proud of their meats “…we also understand that meat isn’t for everyone.” Lynch added that if the Vegetarian Menu is successful, Arby’s may bring it back every leap year.
For the Vegetarian Menu, Arby’s is not introducing a new set of sandwiches, but rather offering their regular sandwiches sans meat (think a Beef ‘N Cheddar minus the beef). This is arguably the best fast food marketing promotion that customers will see all year, since the Vegetarian Menu will allow Arby’s to target a section of the nation that would not normally visit Arby’s.
Despite that fact, it does feel like Arby’s did not put a lot of thought into this campaign. Instead of creating new sandwiches for this event, all that they did was just remove the meat from their sandwiches. Remember the Beef ‘N Cheddar minus the beef? Imagine eating a sandwich that consists of only bread and Cheez Wiz? If this does not sound appetizing, then you are not alone. While many of Arby’s sandwiches could perform well meatless, there are others that would not taste right without their signature meats.
Despite this olive branch, Arby’s is not going completely meatless on Leap Day. Anyone wanting to order an Arby’s sandwich fixed the regular way can still order it with meat, so no one has to miss out on Leap Day. So if you want to celebrate the most unique day on the calendar, do it at the fast food restaurant with the most unique menu.
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