CUSTOMER: Arby’s Restaurant Group, Inc. UNDERSTANDING DINER PASSION LETS YOU WELCOME IN NEW GUESTS AT A GLANCE: Arby’s has been an iconic brand in the Quick Service Restaurant (QSR) category since 1964, differentiating themselves as an alternative to the many burger options in their category. In 2014 they changed their tagline to “We have the meats!” to communicate to diners their brand is about more than just roast beef. Since then they’ve used social listening to identify unique offerings to serve underrepresented audience segments, creating new repeat customers to bring into their restaurants for an experience they can’t get at any other QSR. CHALLENGE: CONNECTING WITH A PASSIONATE AUDIENCE IN A WAY THAT RESONATES For long-standing QSR brand Arby’s, being different has be

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