Arby’s just revealed its new restaurant of the future in Manhattan
Dec 9, 2015
The first Arby’s to open in Manhattan in nearly a decade certainly fulfills executives’ promise that the new location will be “different than you remember.”
Opening in mid-December, the location has a super-modern design that is becoming the new normal at Arby’s — but that is very different from your childhood (or even recent) memories of the chain.
In the last two years, Arby’s has undergone some massive changes in its menu, marketing, and design that resulted in explosive sales for the chain. Same-store sales have increased 20% in the last two years, growing 9.6% in the US in the third quarter.
Business Insider toured the new location this week, prior to its opening. Here is what Arby’s nearly unrecognizable future looks like.
From the outside, the location in Midtown Manhattan doesn’t look like much.
However, as soon as you enter, it’s clear the chain has completely revamped its style.
Natural wood elements and trendy lighting give the Arby’s a clean and modern look, far from its linoleum-filled past life.
Now, the company has taken care to include little touches of apparent individuality, like these hipster light fixtures, despite the fact that the company is on track to roll out the design at 60 new locations and 160 remodels this year.
While the new design is modern (note the continued natural wood theme), it still heavily references Arby’s classics, like roast beef.
Some of the walls that aren’t covered with natural wood have wallpaper with a word cloud of Arby’s most popular offerings, like curly fires, roast beef sandwiches, and Jamocha shakes.
Tables are minimalist, featuring even more natural wood.
When you enter the Arby’s, you walk through the seating area to reach the counter where you order.
The new design features an open kitchen that allows customers to peek into the food prep area after they order and wait for their meal.
There’s even a glass window that allows customers to see the hands of employees cutting meat and putting their sandwich together.
Another major addition in new and redesigned locations is the Pepsi “Spire” machine — a customizable soda machine that serves as Pepsi’s version of Coke’s “Freestyle” machine.
Customers can pick from a variety of Pepsi beverages, then customize their drink to create a number of difficult to find or non-existent flavors, like Strawberry-Cherry Diet Pepsi.
Along with classics like the roast beef sandwich, the new location will sell more recent hits, like sliders, which launched in August.
This location has one thing that no other Arby’s has — an exclusive breakfast test menu. While about 200 Arby’s locations serve breakfast, this Manhattan location is home to an exclusive breakfast test, with options such as brisket biscuits and breakfast sliders.
One thing that has stayed the same: the famous Arby’s bell. The bell is installed at all locations, and customers are still encouraged to ring it if they have an especially good Arby’s experience.