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Arby's chief marketing officer Russ Klein talks about the changes in store for Arby's. The troubled chain of lackluster sales was sold to Roark Capital last year.
Klein: Beginning in August, we'll have a major consumer promotion followed by series of new products and promotional initiatives. In September, we expect the first piece of new Crispin Porter + Bogusky work to break. Longer term, we're looking at our store design of the future, which we'll probably have in a couple of restaurants in the beginning of 2013.
AdWeek: When you were brought in at Burger King, the chain was struggling. How is the turnaround challenge at Arby's different?
Klein: We're not in quite the same triage mode. But we are still in very formative stages of determining plans for growth. The challenges are industrywide; everybody's facing commodity cost pressure against the backdrop of a sluggish economy. Then you have the out-of-home food dollar moving toward more fresh ingredients and customization, provenance, and products that are prepared with transparency so consumers can be part of the theater. All of those themes continue to become more important for restaurant concepts.
Read the full interview at AdWeek.