Executive Summary
Objective
How did Arby's turn a tasty limited-time menu offering - in an already crowded-to-capacity burger market - into the most incredible, craveable, gotta-friggin'-have-it burger on the planet?
A 2020 National Cattleman's Beef Association survey revealed that consumers look most for taste, overall quality and value in burgers, and many go beyond fast food and try burgers at casual or fine-dining restaurants.
So, the "King of Meats" went as premium as premium can go with a wagyu burger. Well known as the ultimate in beef but too rare and expensive for most people to have tried it, wagyu's...