First Mover: Russ Klein

Arby's CMO has to figure out fast food's future when consumers are hungry for freshness

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Talk about the brand relaunch Arby’s is getting ready to start.

I characterize it as a “rolling thunder” of activity since we’re setting a lot of things into motion while working on longer-term things. 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.

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