30 Business View - November 2015
He elucidates: “Our brand is about three things: quality,
variety, and choice. What’s the quality? Well, the roast
beef that we serve is top, inside round, USDA choice beef.
We slow roast it in the oven; we slice it to order for our cus-
tomers. Nobody does that. Arby’s is the other roast-beef
brand; they’re serving up processed product. That’s not
real, top, inside-round beef. We do ours like you would do
it at home. And I can’t do five for five dollars,” he adds,
“because it’s a quality product that costs me more.”
Variety is the second silver bullet: “We have what we affec-
tionately call the ‘holy trio’ - roast beef, fried chicken, and
burgers. Nobody else does that under one roof. That vari-
ety sets us apart from the competition because a family
or a large group can come in and everybody can be happy
because everybody can get something different.”
And finally, choice: “When you get a side item at a typical
fast food, it’s French fries. But we have nine side items
that somebody can choose from when they get a combo
meal. It’s French fries, of course, but we have baked po-
tatoes, mashed potatoes, baked beans, fruit cups, salad,
FRANCHISE
