Under Roark’s ownership, Arby’s got new leadership, hiring CEO Paul Brown in April 2013 and CMO Rob Lynch a few months later. And, even as vegetarian options proliferated, meat became trendy “quality” meat, that is. “We use the word deli-inspired,” says Brown. “If you think about delis you think about high-quality proteins, high-quality meats, you think about combinations of those types of ingredients in places and ways that you can’t necessarily do at home.” Related: Chipotle Employees Claim the Chain Isn’t as Worker-Friendly as You Think This “fast-crafted” meat is key to Arby’s plan to gain support from the market of meat lovers.
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