Triarc/Arby's

Paper Summary:

In this article, the writer explains that Triarc Companies is a $1.24 billion a year company that includes more than 3,600 Arby's Restaurant locations, a growing T.J. Cinnamon's specialty coffee and pastry franchise, and a capital asset management group that is currently being sold. The writer notes that as Arby's is currently the major asset in Triarc's portfolio, and as Triarc has announced that its future efforts will be largely devoted to building the Arby's brand, the focus of the paper is principally on Arby's and not other parts of the Triarc portfolio. The writer then discusses that although Arby's is the twelfth-largest fast-food chain in the United States by sales, Triarc has struggled to achieve consistent profitability. The writer analyzes Arby's operations. The writer concludes that Arby's needs to develop a holistic approach to marketing that would have a clear goal: consumers should know that, no matter what meal they are looking to eat, Arby's will offer a wide selection of foods that can accommodate a variety of diets.

Outline:
Complete Market Analysis
- Political analysis
- Economic
- Social
- Technology
Porter's Five Forces
- Competition
Arby's: Internal Analysis
Competitive positioning: Overall and by Segment
Recommendations

From the Paper:

"For example, Arby's has achieved top-of-mind awareness for its roast beef sandwiches, but it does not aggressively promote its breakfast choices or the many healthy meal options on its menu. After all, research has shown that increasingly health-conscious consumers consider red meat much less important to a healthy diet than chicken, fish and vegetables. Arby's has the menu and the capabilities to serve a diverse cross-section of the American population three quality meals per day, but it needs to overcome the image of itself as a one-trick pony that only does roast beef well."

Sample of Sources Used:

• "2004 chain restaurant industry review" 2004. GE Franchise Finance, Available at: https://www.cefcorp.com/commequip/documents/2004FranchiseIndustryReview.pdf.
• "Burger King Corp" 2005. Available at: http://www.entrepreneur.com/franchises/burgerkingcorp/284266-0.html.
• Cavanaugh, B. 2002. "Sandwiching science: Between slices of bread." Nation's Restaurant News, 23 Sept. Available at: http://findarticles.com/p/articles/mi_m3190/is_38_36/ai_92149093?lstpn=article_results&lstpc=search&lstpr=external&lstprs=other&lstwid=1&lstwn=search_results&lstwp=body_middle.
• "Deerfield Triarc to Buy Money Manager" 2007, Associated Press, 20 April. Available at: http://biz.yahoo.com/ap/070420/deerfield_triarc_acquisition.html?.v=1.
• Garber, A. 2003. "Arby's." Available at: http://www.nrnhotconcepts.com/2003_winners/arbys.cfm.

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