Monday, February 23, 2009

Arby's lifts domed lid off Roastburger

The newest addition to Arby's sandwich line-up was unveiled today on the chain's website. It turns out that "the burger done better" is no burger at all. Rather, the Roastburger is a sandwich of thinly sliced roast beef, lettuce and tomato on a ciabatta-style split roll. Alternatives to the core All-American variety feature bacon and cheddar cheese or bacon and a bleu cheese dressing.

The premium item is being positioned as an alternative to burgers, not as a better version of one, as an earlier post here had suggested. The descriptive copy stresses that the sandwich's main ingredient is roast beef, not some fried and greasy meat. The inclusion of bacon is sort of glossed over.

Several mom-focused websites were buzzing today because Arby's is apparently giving away coupons for a free Roastburgers to consumers who sign up for its Arby's Extras loyalty program.

Arby's hadn't revealed as of this posting the suggested retail price of the Roastburger.

1 comment:

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