Arby’s trolls competitors with carrot made of meat

The chain’s brand executive chef said the motive behind the concoction was ‘staying true to our brand more than anything else.’

Arby’s slogan “We have the meats” also applies to its vegetables.

On Wednesday, the fast-food chain announced a menu innovation meant to reaffirm its commitment to using animal-based protein.


CNN Business reported:

The company says it has produced a new meat-vegetable hybrid food category called “megetables.” It’s an obvious troll against its fast food rivals, including Burger King, McDonald’s(MCD) and a dozen or so others, which are adding plant-based meat alternatives to their menus.

The first item in Arby’s new “megetables” collection is called the “marrot”—which is a carrot made out of turkey meat.

The company released a video showing how it’s made:

People reported:

According to Arby’s press release, the Marrot was conceptualized by Arby’s brand Executive Chef, Neville Craw, and his sous-chef, Thomas Kippelen. The meat-based carrot contains more than 30 grams of protein and more than 70 percent of the recommended daily amount of Vitamin A.

Arby’s announcement and creation is less a menu offering than it is a PR stunt, as it departs from competitors’ decision to offer vegetarian and vegan options. However, the announcement also enabled Arby’s to underline its brand mission and image.

Insider reported:

… Craw told INSIDER that Arby’s playful decision to create the megetable was all about embracing what the restaurant does best.

“Creating the Marrot was really about staying true to our brand more than anything else,” Craw said. “We really focus on how to connect with our customers and how to bring the best thing to the table.”

In a blog post, Arby’s parent company Inspire wrote:

“Plant-based meats are the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat,” Jim Taylor, Chief Marketing Officer for Arby’s, said.

“Universally, people know we’re supposed to eat vegetables every day. But 90 percent of American’s don’t eat the recommended amount. So we said if others can make meat out of vegetables, why can’t we make vegetables out of meat?”

The company has previously announced that it won’t follow its competitors in offering plant-based protein options, but its recent move is a creative way to capture the attention of both consumers and reporters.

CNN Business reported:

Arby’s has publicly vowed in the past to not add fake meat to its menu. The Inspire Brands-owned company said it wasn’t interested in selling Impossible Foods’ products, noting the “chances we will bring plant-based menu items to our restaurants, now or in the future, are absolutely impossible.”

It’s bucking the trend, as interest in plant-based protein is on the rise. Meat eaters are looking to diversify their diets to be healthier and reduce their impact on the environment.

In its blog post, Inspire wrote:

“We want to continue to innovate in the space of meat craft that never existed before in ways that are surprising and delicious and exceed the expectations of what you can get through a drive-thru,” Jim [Taylor] said. “Culinary innovation is one of the key tenants of Arby’s. We test more than 1,000 menu items per year, and we remain committed to providing our guests with the highest quality meats in the industry.”

What do you think of Arby’s “marrot,” PR Daily readers?


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