Typically there's nothing remarkable about a fast-food business serving a hamburger. But Arby's has never sold one — until today.
The company is adding a hamburger for the first time in 60 years. Arby's will offer the $5.99 "Wagyu Steakhouse Burger" through July 31.
Fast-food restaurants use specials to attract and retain consumers. Arby's has 3,400 US locations, per Technomic. McDonald's is bigger.
McDonald's recently told investors that as costs rise, fast-food customers are becoming pickier. Fast-food establishments are fighting for customer loyalty.
Wagyu, which means "Japanese cow," is rich and delicate. Arby's version is 52% American Wagyu and 48% ground beef cooked "sous vide"
Patrick Schwing, Arby's chief marketing officer, said, "Instead of manufacturing billions of substandard burgers, we're focused on high-quality meat."
American cheese, lettuce, tomato, pickles, and red onion top the Wagyu Steakhouse Burger. McDonald's is 50% smaller than Arby's since switching to fresh beef four years ago.
Arby's first-quarter sales at one-year-old restaurants rose more than 5%. Inspire "sold records" Arby's earned $4.5 billion last year, up 6%.