The Beef Checkoff Program has partnered with Arby’s Restaurant Group, Inc. to generate consumer excitement around Arby’s® new Smokehouse Brisket sandwich, the chain’s first-ever brisket product. After extensive consumer research showed a strong interest in smoked foods – particularly smoked meats and cheeses – Arby’s selected Beef Brisket as the centerpiece of its new limited-time offer.
Available through November, the Smokehouse Brisket sandwich features hickory-smoked Beef Brisket topped with melted smoked Gouda cheese, crispy onions, smoky BBQ sauce and mayo, served on a toasted, bakery-style bun. Slow- smoked for at least 13 hours, the new sandwich will attract patrons who seek the smoky, savory flavors inherent to Beef Brisket. Beef Brisket is a boneless cut that transforms into a flavorful, fork-tender beef item when slow cooked, that’s easy to hold, quick to serve, and adds value for a variety of menu concepts and day parts.
“Arby’s strives to stay at the forefront of the latest culinary trends to deliver the exceptional sandwich-eating experience we’re known for,” said Len Van Popering, senior vice president, product development and innovation, Arby’s Restaurant Group, Inc. “The Smokehouse Brisket was one of our most successful product tests in the company’s 49-year history. Our guests are telling us loud and clear that Brisket ranks high on their lists for providing the smoky, beef flavor they crave.”
The Beef Checkoff Program is supporting the limited time offer with both merchandising and social media activity.
“This effort builds upon our longstanding history of working with Arby’s on new product development and merchandising and bringing new beef items to the menu,” said Terri Carstensen, chair of the checkoff’s Taste Subcommittee and a feedlot operator from Odebolt, Iowa. “For almost 50 years, Arby’s has made beef a cornerstone of its menu and generates a high-volume of beef sales. They continue to be a strong partner for the beef community, and we applaud their commitment to seeking new cuts of beef to deliver innovative menu applications and ensuring that consumers enjoy memorable, delicious beef meals.”