Brand Tone

Playful & Humorous, Fan-Oriented & Celebratory, Direct & Unapologetic, Trendy & Pop-Culture Aware

Brand Values

• •Having Fun / Playfulness
• •Authenticity / Being True to Self
• •Customer Engagement & Connection
• •Quality (within its category)
• •Innovation / Boldness

Best Practices

• •Embrace the "We Have the Meats" Persona: All copy should feel like it comes from the same bold, slightly irreverent, meat-loving friend. Use confident, direct language, and don't be afraid of meat-related puns and humor where appropriate. This is the core of the Arby's brand voice.
• •Keep it Playful and Lighthearted: Even when being direct or promoting a product, maintain an element of fun. The brand doesn't take itself *too* seriously, and the merchandise often reflects this. Use wit and clever wordplay that aligns with their successful marketing campaigns.
• •Speak to the Fans: Recognize that the primary audience for Arby's Shop is existing fans of the restaurant. Use insider language, reference popular menu items, and create a sense of shared enthusiasm for the Arby's brand.
• •Stay Current and Relevant: Incorporate nods to pop culture, internet trends (when appropriate and authentic), and seasonal themes, much like Arby's main social media channels do. This keeps the merchandise and its promotion feeling fresh.
• •Develop Simple Voice Guidelines & Review: Create a brief document outlining the key characteristics of the Arby's Shop voice (e.g., keywords, "do's and don'ts"). All copy, whether for product descriptions, emails, or ads, should be reviewed against these guidelines to ensure consistency.

Social Perception

Niche Appeal, Novelty/Collector Interest, Generally Positive (for merchandise). Polarizing Restaurant Experience, Strong Brand Identity, Effective & Engaging Marketing, Controversies

Copy Examples

• •Cold? Nah. You've got the meats. And now, the fleece. Wrap yourself in legendary comfort and declare your allegiance to flavor. Warning: May cause intense cravings.
• •Sun's out, buns out! (The sandwich kind, obviously). Our new summer collection just dropped. Snag these fresh threads and make your meat-loving statement wherever you go. Shop now before it's all sizzled out!
• •Step up your sock game from boring to beefy. These Arby's Logo Socks are the ultimate conversation starter for your feet. Perfect for lounging, feasting, or just showing off your impeccable taste.
• •This ain't just a hat, it's a crown for the meat connoisseur. Ultra-limited drop. Once they're gone, they're history. Secure your legendary status (and this epic hat) NOW.
• •Your love for Arby's shouldn't just live in your stomach. Wear it, sip from it, gift it. The Arby's Shop is loaded with gear that's almost as satisfying as our Beef 'n Cheddar. Almost. 😉 Link in bio to get your merch on!