It's not your momma's Arby's anymore, though some wish it were. After some bad reviews, and an unfortunate discovery in a roast beef sandwich this summer, Arby's is trying to start "fresh."
First there's the new logo, which looks like it was hit with a Mac-computer, rather than truck. A compact, sleeker version of famous rope-wrapped cowboy hat features the "Arby's" name in sans serif, lower case.
And say goodbye to the "good mood food" slogan. Now it's all about "slicing up freshness."
A new ad campaign, directed by Borat's own Larry Charles, takes aim at competitors like Subway by claiming Arby's as the freshest sandwich shop in town. Make that 3,500 towns worldwide.
Freshness, of course, depends on how you slice it. Arby's claim to fame is that their kitchen staff slices their meat by hand every day. Other chain restaurants outsource the job to factories so their cold cuts arrive pre-cut.
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