ATLANTA, Apr 09, 2010 (BUSINESS WIRE) --Arby's Restaurant Group, Inc. is adding more lower priced items to its menu with the national launch of a new Value Menu that will be supported by new advertising creative.

Every Day Value

The new Value Menu, which starts at $1, features Arby's(R) signature items, including an oven-roasted, freshly sliced Roast Beef sandwich, Curly Fries and Jamocha Shake. The menu will be refreshed periodically to showcase seasonal favorites and other signature offerings.

The new Value Menu complements the existing $5.01 Combos the company launched in September. The combos feature a choice of one of five full-sized sandwiches, a small order of fries and a small drink for $5.01.

"Arby's is the only place you'll find roast beef sandwiches on a value menu that are slow-roasted in-house every day and served from the convenience of a drive-thru," said Steve Davis, chief marketing officer, Arby's Restaurant Group, Inc. "To know us is to love us...our fans have a strong connection to the brand, our great food and sauces and more because we're so unique. The Value Menu offers those fans an affordable way to get their hands on some of Arby's classics."

New Creative

To introduce its new Value Menu, Arby's has created new advertising, designed by Merkley + Partners, New York, featuring fans sharing their stories about why they love Arby's food.

"We designed these spots to help us cut through all of the Value Menu clutter already out there and feature what sets us apart from the rest of the pack...our food," said Davis.

Arby's first national ad campaign in support of the Value Menu, entitled "Kaboom", will begin airing on Saturday, April 10, during Saturday Night Live, hosted by Tina Fey. It's also slated to run in primetime, late night and syndication, during programs such as American Idol,Glee, Dancing With the Stars, The Celebrity Apprentice, Two and a Half Men, The Late Show with David Letterman, and Jimmy Kimmel Live. The cable buy includes networks such as MTV, ESPN, CMT, Discovery Channel, TLC, SyFy, VH1, and TBS. Online initiatives include banner ads across many Yahoo! sites.

For more information about Arby's, visit www.arbys.com.

About Arby's Restaurant Group, Inc.

Arby's Restaurant Group, Inc., based in Atlanta, is the second largest quick-service sandwich chain in the U.S. with more than 3,700 system-wide restaurants. Founded in 1964, Arby's quick service restaurants specialize in slow roasted and freshly sliced roast beef sandwiches as well as Market Fresh(R) deli-style sandwiches, toasted subs, and salads, all with the convenience of a drive-thru. Arby's offers guests a unique, great tasting alternative to traditional fast food with its one-of-a-kind menu items including the Beef 'n Cheddar, Curly Fries and Jamocha shakes. Arby's Restaurant Group, Inc. is a subsidiary of Wendy's/Arby's Group, Inc. (NYSE: WEN). To learn more about Arby's, please visit www.arbys.com.

SOURCE: Arby's Restaurant Group, Inc.

Arby's Restaurant Group, Inc.
Kathy Siefert, 678-514-4152
newsroom@arbys.com