How Arby's Turned Its Brand Around After Years With an Identity Crisis

CMO Rob Lynch got the chain back in the conversation

Arby's brand president and marketing boss Rob Lynch realized shortly after joining the fast-food chain famous for those stacked-to-the-ceiling roast beef sandwiches that he had his work cut out for him. Standing at the counter of one of his restaurants one afternoon, Lynch recalls, he overheard a customer remark: "Arby's makes really big, meaty sandwiches—I wish they had a chicken sandwich." And yet right there on the menu board were four chicken sandwiches.