1. Channel: Restaurants

Arby’s Partnership with Paramount+ Adds New Electricity

How are you going to garner new customers while edifying
the old and most loyal customers?  According
to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® a
customer focused partnership just might be the answer to drive incremental
brand relevance.

Have you heard that Arby’s
i
s partnering with Paramount+ to celebrate the release of GOOD BURGER 2 by introducing a one-of-a-kind meal that enthusiasts of the long-awaited sequel are sure to
recognize. The GOOD BURGER 2 Meal, available exclusively at Arby’s started on November 13, features Arby’s Deluxe Wagyu Steakhouse Burger – a blend of 51 percent Wagyu and 49 percent ground beef – a Strawberry Shake and Fries.

According
to Johnson, “Brand relevance is in part driven
with innovation in new food products in combination with new avenues of
distribution all of which are the platform for the new
electricity.” 

 

Johnson stated “that in my minds-eye the new
electricity must be very efficient for the supply and includes such things
as fresh foods, smaller footprint, developing brands, fresh flowers,
grocerant positioning, fresh food messaging, autonomous delivery,
cashier-less retail, plates, glasses, cash-less payments, digital hand-held
marketing.

All
retailers to survive the next generation of retail must embrace the artificial
intelligence revolution while simultaneously embracing fresh food that
is portable
according to Johnson.

GOOD BURGER 2 is the new original movie sequel to the
iconic ‘90s feature film based on the sketch from the Nickelodeon comedy series
All That. Nearly three decades following the original GOOD BURGER movie
release, GOOD BURGER 2 follows Dexter Reed (Kenan Thompson) and original
cashier Ed (Kel Mitchell) as they reunite in the present day at fast-food
restaurant Good Burger with a hilarious new group of employees.

The new movie will premiere on Wednesday, November 22,
exclusively on Paramount+, and Arby’s fans can further enjoy the movie with a
nostalgia-filled meal. Arby’s Deluxe Wagyu Steakhouse Burger features an
American Wagyu blended burger topped with American cheese, shredded lettuce,
tomato, pickles, red onion and a special burger sauce on a toasted buttery
brioche bun.

“Many of our guests have such fond memories of watching
GOOD BURGER when they were younger, and in many ways, Arby’s evokes a similar
sense of nostalgia as a place they grew up going to with family and friends,”
says Ellen Rose, Arby’s Chief Marketing Officer. “Partnering with Paramount+ to
offer the GOOD BURGER 2 Meal lets us connect with our audience in a relevant
yet unexpected way – and also showcase our Deluxe Wagyu Steakhouse Burger,
which is a really good burger, to new fans.”

Fans can also share their GOOD BURGER love with exclusive
Arby’s x GOOD BURGER 2 merch. Available only on ArbysShop.com starting on
November 13 at 10 a.m. ET, the collection includes a grey crewneck sweatshirt
and a black t-shirt, each with unique designs that capture the spirit of the
collaboration.

“Paramount Brand Studio is thrilled to collaborate with
Arby’s to bring “Home of the Good Burger” to life through a multifaceted
campaign that will immerse fans in the iconic world of GOOD BURGER 2,” says
Michelle Zoni, SVP of Activation, Paramount Brand Studio. “Through co-branded
creative, in-store activations, consumer products and more, we
are creating shared experiences for fans that will not only build
excitement for the movie’s release on Paramount+, but also for the GOOD BURGER
2 meal which is the perfect kickoff to this partnership.”

For fans in the Atlanta area, Arby’s will host a pop-up
event on November 16 from 11 a.m. to 7 p.m. at a Johns Creek Arby’s location to
celebrate the movie and the GOOD BURGER 2 Meal, allowing fans to fully immerse
themselves into the world of GOOD BURGER for the day. The Arby’s location at
5815 State Bridge Rd. will be transformed into a Good Burger with recognizable
décor throughout, and the event will feature interactive activities including a
Burgermobile replica that is perfect for photo ops and chances for attendees to
win prizes such as GOOD BURGER 2 merch and Arby’s gift cards.

Enjoy the GOOD BURGER 2 Meal for a limited time at Arby’s participating
locations nationwide.

Are you ready for some fresh ideations? Do your food
marketing ideas look more like yesterday than tomorrow? Interested in learning
how our Grocerant Guru® can edify your retail food brand while creating a platform
for consumer convenient meal participationdifferentiation,
and individualization?
 Email us
at: [email protected] or visit: us on our social media sites by
clicking one of the following links: FacebookLinkedIn, or Twitter

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