Social Media Analysis Of Arby's Restaurant Group Inc.
About Arby’s Restaurant Group, Inc.
Since its founding in 1964, Arby’s Restaurant Group, Inc. has been a leading international quick-service restaurant company with more than 3,400 restaurants worldwide. Their founders, Leroy and Forrest Raffel wanted to market on a fast food franchise that served other than hamburgers. The first Arby’s opened on July 23, 1964 in Boardman, Ohio serving freshly sliced beef sandwiches. Arby’s creation of the freshly sliced roast beef sandwiches continues to inspire smiles through their delicious experience. …show more content…
During their research Arby’s found that 35 percent of their consumer audience were more likely to use social media three times a day or more. Researched also showed that 34 percent of its growth consumer audience were more likely to be well-informed of changes in current styles, fashion and pop culture and 53 percent were more likely to post or comment on social sharing sites. Arby’s researched also revealed that fifty-one percent of consumers did things in the spur of the moment. Based off this information, Arby’s created a social media command center to build engagement amongst their target audience.
Target Audience:
Arby’s wanted to target the younger demographic, ages 18-34, to reach more than their main demographic. To increase brand awareness and loyalty amongst the younger demographic, Arby’s utilized social media to engage their brand in pop culture conversations.
Since its founding in 1964, Arby’s Restaurant Group, Inc. has been a leading international quick-service restaurant company with more than 3,400 restaurants worldwide. Their founders, Leroy and Forrest Raffel wanted to market on a fast food franchise that served other than hamburgers. The first Arby’s opened on July 23, 1964 in Boardman, Ohio serving freshly sliced beef sandwiches. Arby’s creation of the freshly sliced roast beef sandwiches continues to inspire smiles through their delicious experience. …show more content…
During their research Arby’s found that 35 percent of their consumer audience were more likely to use social media three times a day or more. Researched also showed that 34 percent of its growth consumer audience were more likely to be well-informed of changes in current styles, fashion and pop culture and 53 percent were more likely to post or comment on social sharing sites. Arby’s researched also revealed that fifty-one percent of consumers did things in the spur of the moment. Based off this information, Arby’s created a social media command center to build engagement amongst their target audience.
Target Audience:
Arby’s wanted to target the younger demographic, ages 18-34, to reach more than their main demographic. To increase brand awareness and loyalty amongst the younger demographic, Arby’s utilized social media to engage their brand in pop culture conversations.