Arby's debuts Smokehouse Brisket sandwich

Sept. 30, 2013

Arby's Restaurant Group Inc. has rolled out its new Smokehouse Brisket sandwich. According to the company, the sandwich features sliced beef brisket smoked for at least 13 hours, topped with smoked Gouda cheese, onions, barbecue sauce and mayo. It is served on a toasted, bakery-style bun.

"Most people don't have the time it takes to make a quality, tender brisket, which is why we use brisket that's smoked for at least 13 hours, so our guests don't have to," says Len Van Popering, SVP, Product Development & Innovation

To celebrate the launch, Arby's has created the "League of Brisket" to honor brisket fanatics. Fans can be inducted into the League by entering the online sweepstakes, with one member winning the grand prize of two tickets to a professional football game.

Fans can visit now through Oct. 30 for a chance to win. Members can collect points toward free food and prizes, including taking a League of Brisket quiz, uploading a photo of the new sandwich to Instagram using the hashtag #LeagueOfBrisket and more.

The winner of the League of Brisket sweepstakes will be randomly selected, however, participants can earn one extra grand prize entry for every 100 points collected.

"We're excited to offer this slow-smoked favorite to our fans and to launch the League of Brisket in celebration of all those who take brisket as seriously as we do," Van Popering said.

Read more about food and beverage launches.

Topics: Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social

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