Why can’t chicken restaurants just sell chicken?

To that end, Arby’s is now making burgers. But not just any burger… a wagyu burger. 

Before I get into what wagyu is, I want to talk about Arby’s… and Burger King… and Dominos Pizza. Everyone is trying to diversify. But is it working?

So wagyu beef is supposed to be the best you can buy. It’s a Japanese breed of cattle who’s breeding is designed to create a specific ratio of meat to fat. For centuries, Japanese farmers have cultivated this specific technique resulting in near perfect quality beef. So how is Arby’s getting their hands on such a rare commodity?  They’re not. Here’s the story…

Wagyu is wagyu and it does come at a premium. But when combined with other beef, it becomes affordable to the masses. So it’s likely something like a wagyu steak is the real, unfiltered product, while something like a ground up burger is not.

And Arby’s is taking some heat for it…

Most of the reviews I read about the Arby’s wagyu burger were critical, not of the taste or construction, but of the idea that it really is/was wagyu. Apparently, the Arby’s burger was less than 50% wagyu…  majority rules…

I did try it. It was good – really good. Different. But not so good that they could get away with riding the coat tails of one of the most premium cuts of meat in the world. 

So like many retailers, they took a chance in the marketing department and got socked in the gut on this one…

And for those of you who didn’t try it you’re out of luck. Arby’s cut the run of the wagyu burger short – it is no longer on the menu. End of story. Arby’s now has damage control on the menu…

Now in their defense, a burger offering was not a bad or inconsistent idea. Arby’s has always been a beef retailer and claims to have the meats. Ground beef, sliced beef, roast beef… all beef. Wagyu was marketing. Lesson learned…

Which brings me back to my opening question:  why can’t chicken restaurants just sell chicken?!

When I was a kid, chicken was sold at Kentucky Fried Chicken, not KFC. Burgers were sold at Burger King and McDonald’s and there was no Taco Bell.  But there was Arthur Treacher’s Fish and Chips. I miss Arthur Treacher’s. They made fish and chips… I rest my case. 

Marketing. Competition. Consumer loyalty. The marketplace has gone crazy and retailers have YOU to thank for that!  Thank you.

Note to fast food retailers:  keep it classy. If you can’t step out correctly, don’t step out.  

We understand you need to beat your competition, but we’re gonna keep you guessing. Remember to raise the bar…