While many retail and food service companies are making excuses for the meat they serve, Arby's has placed it at the center of their business plan.
Montana cattlemen and women are attending the Cattle Industry Convention and NCBA Trade Show in Phoenix this week.
They learned why one of America's largest restaurant chains is going big with beef.
“Here’s the thing, America is a meat and potatoes country, let’s face it, and what’s America’s favorite meat? It’s beef by far," Jim Taylor, Chief Marketing Officer for Arby's Restaurant Group, Inc., said. "And that’s why we are the only fast food restaurant to have four types of beef that consumers can enjoy every day."
Taylor added that Arby's sells 130 million pounds of beef a year and counting.
"We're proud to be not just America's favorite roast beef sandwich place but also the place to see what they can also get in the future like our thirteen-hour smoked brisket or Angus steak sandwiches," he said.
Arby’s also appreciates the relationship it has with America’s beef cattle producers.
“I would like to tell them thank you because we don’t have a business if they’re not successful," Taylor said. "We are going to continue to create great demand in the United States for beef and different types of beef and we want to make sure we work with them to have a supply of quality product to continue to deliver quality experiences for our guests."
Beef is at the heart of the “We Have The Meats” campaign and cattle producers are fundamental to the success.
According to Taylor, the campaign has been fantastic because the tagline is something everybody knows.
"In a world where everyone is talking about kale, broccoli, smoothies, and this type of stuff, what people remember is 'We Have the Meats' when they think of Arby's now," he said. "We're thrilled with that and we're going to keep at it."
For cattle producers, "We Have the Meats" and the beef industry's "Beef It's What's for Dinner" is truly a match made in heaven.