Arby’s, known for roast beef, is adding a hamburger to its menu for the first time in its nearly 60-year history

ATLANTA – There’s usually nothing groundbreaking about a fast-food joint that sells a hamburger. But Arby’s has never sold one – until now.

The chain, better known for its roast beef, is adding a hamburger to its menu for the first time in its nearly 60-year history. Arby’s announced Monday that it is adding the $5.99 Wagyu Steakhouse Burger as a limited-time offer Monday through July 31.

Fast food chains are constantly competing for customers’ money and attention, and special offers are a way to attract new customers and keep existing ones. That’s important for Arby’s, which has 3,400 US restaurants, according to industry research firm Technomic. This is a much smaller footprint compared to other chains such as McDonald’s (around 14,000 branches).

With prices rising, fast-food customers are becoming more selective about where they eat, McDonald’s recently revealed in a conversation with analysts. Fast food restaurants are fighting for loyalty more than ever.

A surprising but popular item might suffice at Arby’s. Its new burger is a mix of Wagyu beef and ground beef and will be “the highest quality burger the market has seen to date,” the company said. The company spent more than two years developing the burger.

Wagyu, meaning “Japanese cow,” refers to specific breeds of cattle and is known for its rich flavor and buttery tenderness. Arby’s version weighs 6.4 ounces and is a blend of 52% American Wagyu and 48% ground beef that’s cooked “sous vide style” to create a juicy and tender burger.

“Rather than focusing on making billions of mediocre burgers, we take an stance on quality meat that deserves to be cooked right,” Patrick Schwing, Arby’s chief marketing officer, said in a statement.

The Wagyu Steakhouse Burger is served with American cheese, shredded lettuce, tomatoes, pickles, red onions and a “special burger sauce” on a toasted brioche bun. Arby’s claims it’s 50% larger than McDonald’s Quarter Pounder, which switched from frozen beef to fresh beef about four years ago.

Arby’s is owned by private equity firm Inspire Brands, the second-largest restaurant company in the country, which includes 32,000 locations under its brands, including Arby’s, Baskin-Robbins, Buffalo Wild Wings, Jimmy John’s, Dunkin’ and Sonic.

The privately held company recently announced that Arby’s sales in stores open for at least a year rose more than 5% in the first quarter, in line with those of its peers like McDonald’s and Wendy’s. Inspire said it had “achieved record performance results” last year, with global sales for all of its brands exceeding $30 billion. According to figures from research firm Technomic, Arby’s generated nearly $4.5 billion in revenue last year, up 6% year over year.

The video shown in the player above is from a previous report.

The-CNN-Wire & 2022 Cable News Network, Inc., a WarnerMedia company. All rights reserved. Arby’s, known for roast beef, is adding a hamburger to its menu for the first time in its nearly 60-year history

Dais Johnston

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