Arby's is testing a fast-casual concept called Arby's Market Fresh. Two stores are open — Chicago and Roswell, Ga. — and another will open near Atlanta in July, said Ed Gleich, senior vice president of Arby's National Marketing.
"We are playing on the strengths of our Market Fresh menu items," Gleich said. "With this concept, we're not just serving cold sandwiches like we do with our Market Fresh menu."
Gleich said the fast-casual concept will feature hot sandwiches like the Cuban sandwich and deli wraps as well as salads with kalamata olives and feta cheese, peanut cole slaw sides and Sobe fruit drinks, waters and teas to wash it all down.
In its QSR stores, the all-natural chicken and Market Fresh menu continues to bring in new customers, Gleich said. Joel Cohen, of RestaurantMarketing.com, said in order for this new concept to work it must be different than traditional stores.
"The Arby's consumers have to realize they are getting something different and better at the Fresh Market concept," Cohen said.
Arby's spokesperson Kathy Siefert said the Fresh Market stores are in-line units at shopping plazas and all food is made to order and customers can even make their own salad.
"At these test stores, for customers in a hurry, there's also a grab-and-go refrigerator with drinks and other items," she said.
