Carnivores—and vegetarians with a sense of humor—might enjoy Arby’s marketing offering for Leap Year Day.
The fast-food chain has been making its mark by playing to America’s meat obsession with its marketing slogan, “We have the meats.” Today, however, Arby’s
will offer a special menu that explicitly does not have the meats.
Arby’s is trolling vegetarians with the one-day-only promotion, which offers the regular menu’s usual suspects—minus the meat. The regular menu will also
The company’s chief marketing officer, Rob Lynch said in a statement:
At Arby’s, we’re proud of our meats, but we also understand that meat isn’t for everyone. So, we’ve decided to give vegetarians a reason to visit Arby’s on
Leap Day by offering a one-day menu designed specifically for them.
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Lynch also said the company would bring back the veg menu “on Feb. 29 each year.”
Separately, Arby’s offers a “Vegetarian Support Hotline.” An open letter on the site reads in part:
This is a Vegetarian Support Hotline. When your nose betrays you and alerts the rest of your senses to find and devour this sweet meat, please call 1-855-MEAT-HLP. You will receive the support you need to resist this gateway meat and get tips on how to avoid temptation. Delicious.
Check out how Arby’s describes a couple of its vegetarian options:
Loaded Italian Sandwich: Melted cheese, banana peppers, shredded lettuce, tomato and red onion, with red wine vinaigrette and garlic aioli on a toasted
Italian style roll minus the thinly-sliced ham, succulent salami and delicious pepperoni that made this one of the most popular sandwich launches in
Smokehouse Brisket Sandwich: Smoked Gouda cheese, crispy onions, mayonnaise and BBQ sauce on a star top bun minus the mouthwatering, tender brisket
hickory-smoked at a family-owned smokehouse in Texas.
The move will likely not net the brand any vegetarian customers, but its tongue-in-cheek messaging could get people talking.