Work

Bonus

About

Work

Bonus

About

Fry Time

Arby's has the meats. And these meats speak to their current demo of Gen X and Boomer men, but when it comes to Millennials: not so much. How do we get meat-wary and snack-fiending Millennials into Arby's?

Brand:

Arby's

Role:

Product designer

THE ASK

Develop an acquisition strategy for Millennials, centered around the Arby's App and Arby's Rewards platform.

BACKGROUND

Arby’s has the meats...but who's even eating them these days?

Arby’s current core customer base of Gen-X and Boomer white men is limited, stale, and shrinking.

In an effort to extend and diversify their reach, Arby’s is introducing a more robust digital ordering and rewards program to connect better with Millennials.

However, getting Millennials into Arby’s is going to take more than an app.

While their preference for premium ingredients and high-quality QSR align perfectly with the Arby’s menu, they just aren’t considering Arby’s over competitors. Why?

USER INTEL

They're more likely to be flexitarians and are more open to meat-alternatives.
They prefer snacks to meals.

Millennials eat differently than their generational forefathers.

They're more likely to be flexitarians and are more open to meat-alternatives.
They prefer snacks to meals.

They’re more likely to be flexitarians and are more open to meat-alternatives.
They prefer snacks to meals.

BRAND INTEL

Arby’s has a beloved, non-meat, snack on their menu: the curly fry.

Let’s be clear: Arby’s doesn’t just have any ole fries. They have THE BEST fries.

Seriously, if you want to see a Millennial get excited, ask them about Arby’s curly fries. It's like a religion. We heard this echoed (loudly) across interviews, surveys, and social listening.

THE INSIGHT

And when you give a Millennial a curly fry, they're going to want a Coke, a Classic Beef 'N Cheddar, and a Jamocha shake.

We can get Millennials in the door with the thing they already know they love.

And when you give a Millennial a curly fry, they're going to want a Coke, a Classic Beef 'N Cheddar, and a Jamocha shake.

THE STRATEGY

Leave a trail of curly fries leading Millennials onto the Arby’s app and into Arby’s stores.

WHAT IS FRY TIME?

Fry Time is a daily Arby's Rewards promotion that champions Arby's superior snack: the curly fry.

By speaking in the universal love language of fries, we'll draw more people onto the app and into Arby's stores.

From there it's a tale as old as time: when you give a Millennial a curly fry, they're going to want a Coke, a Classic Beef 'N Cheddar, and a Jamocha shake.

Boom. Consider your Millennial customer acquired.

AWARENESS

AWARENESS

Arby's has always been about the meats, so how do make them about the fries?

30-SEC SPOT

This 30-sec spot would signal to the world that Arby's is prepared to let their curly fries have their moment. By introducing a new character to the iconic Arby's video ad, we personify and legitimize the importance of curly fries to Arby's lore.

If Ving Rhames represents the bold, classic Arby's roast beef sandwich, then Ayo Edebiri certainly represents the unassuming, yet extraordinary curly fry.

IN-PERSON ROLLOUT

Fry Time runs daily from 2:06pm-3:28pm (it's the curliest time). Incidentally, this overlaps perfectly with the corporate purgatory that exists between lunch and the end of the work day. Wouldn't it be nice if a delicious, deep-fried snack happened to find its way onto your desk right around then?

We'll kick off Fry Time by visiting corporate campuses and job sites on February 6, 2024 (2/06) during Fry Time. Users will be invited to download the Arby's app to redeem free fries.

UI/UX ENHANCEMENTS

UI/UX ENHANCEMENTS

Improving the in-app experience to optimize mobile ordering and the Arby's Rewards program.

REFRESHED HOME PAGE

One of our primary asks was to increase mobile ordering, so we began with an audit of the Arby's App.

We immediately identified that their home screen was dense with information, typically about promotions and new products. We also noticed that their app and website were almost identical.

Users were using the website to learn something about Arby's (like available promotions and new products), but we wanted them to do something on the app.

In turn, we recommended first simplifying the home page to prioritize the mobile ordering function. Users are immediately greeted with buttons to place a pick up or delivery order.

Promotions, new products, and other Arby's news are displayed as a rotating background of cards.

REFRESHED REWARDS

Arby's was also seeking increased engagement with their Arby's Rewards Program.

Fry Time is exclusively redeemable with the app, so we added a daily countdown widget to the top of the rewards page to create a sense of intrigue and urgency.

OPTIMIZED REWARDS REDEMPTION PROCESS

Previously, rewards in the Arby's app were only redeemable on mobile orders.

We found that this function didn't provide equal access for users with different dining preferences. For those dining-in or cruising through the drive-thru, rewards went unused.

We thought it was important to add an in-person redemption option for users who prefer to order in-person. Due to the timed nature of Fry Time, we thought this function would also serve people who made a quick stop by Arby's upon realizing it was Fry Time.

Users are also still able to redeem their rewards through mobile orders.

IN-STORE USER EXPERIENCE

IN-STORE USER EXPERIENCE

Ignite excitement and loyalty with an in-store VIP experience for FRY TIME participants.

IN-STORE

To generate intrigue and excitement around Fry Time, Arby's will install a Fry Time light on their storefront to signal when it's Fry Time. Just like Krispy Kreme's famous Hot Light, we see this sending hordes of fry-obsessed Millennials into Arby's.

We also wanted to create a VIP user experience for those participating in Fry Time with a designated pick-up spot for curly fries.

We reflected this same design thinking in the contactless pick-up process. Once they place their mobile order, users will be prompted to head to the drive-thru or a labeled pick-up parking spot. There, the Arby's app will generate a full-screen placard that displays their order number. This will help distinguish their order and prompt quick service.

We also wanted to create a VIP user experience for those participating in Fry Time with a designated pick-up spot for curly fries.

GOING DEEPER

GOING DEEPER

True Arby's fans know that Arby's takes their merch very seriously.

MERCH

A watch that only tells time from 2:06pm-3:28pm because FRY TIME is the only time that matters.

Curly fry no-tie laces so that you don't need to worry about lacing up before running to Fry Time.

And the only thing more timeless and universally loved than fries are really good jeans. So we made a pair of really good jeans.

A watch that only tells time from 2:06pm-3:28pm because no other time matters.

Curly fry no-tie laces so that you don't need to worry about lacing up before running to Fry Time.

And the only thing more timeless and universally loved than fries are really good jeans. So we made a pair of really good jeans.

A watch that only tells time from 2:06pm-3:28pm because no other time matters.

Curly fry no-tie laces so that you don't need to worry about lacing up before running to Fry Time.

And the only thing more timeless and universally loved than fries are really good jeans. So we made a pair of really good jeans.

A watch that only tells time from 2:06pm-3:28pm because no other time matters.

Curly fry no-tie laces so that you don't need to worry about lacing up before running to Fry Time.

And the only thing more timeless and universally loved than fries are really good jeans. So we made a pair of really good jeans.

TAKEAWAYS & SHOUTOUTS

What I learned & who I learned with.

SHOUTOUTS

Speaking of merch, here's my awesome teammates and me sporting Arby's Meat Sweats which were a gift from Arby's following our win.

Right to left: Cam Rogers (me), Ed Keithly (ST), Hazel Cimino (AD), Emery Schindler (CW), and Taylor Martin (AD). The four to my right are absolute rockstars.

TAKEAWAYS

The Brandcenter Sprint kicks off on a Monday with a client brief and closes 4 days later that Friday with presentations to the client, along with a panel of alumni judges.

The majority of our projects at Brandcenter are completed over two to four week periods, so this was a great opportunity to get comfortable with a tight timeline.

Our group got straight to business, knowing that we needed to get a ton of ideas out quickly, identify patterns and themes, and choose a direction by the end of the first day. Our strategy came together fully by the end of the second day, so creatively we were able to focus on executions for the two next days. This was a really effective use of our time and it was aided by our team's collaborative mindset. Everyone on the team enthusiastically worked across disciplines, which allowed for the best ideas to come together quickly.

Lastly, this project really helped highlight the importance of having a professional mentor. We leaned on our mentor to both challenge and validate our strategic direction and executions, as well as to offer us best-practice tips for our presentation.

The Brandcenter Sprint kicks off on a Monday with a client brief and closes 4 days later that Friday with presentations to the client, along with a panel of alumni judges.

The majority of our projects at Brandcenter are completed over two to four week periods, so this was a great opportunity to get comfortable with a tight timeline.

Everyone on the team enthusiastically worked across disciplines, which allowed for the best ideas to come together quickly.