Sponsors Activate Around MLB ASG Week Pepsi Beginning Emoji-Based MLB Campaign Mtn Dew To Sponsor DR1 Drone Racing League Pepsi Renews, Strengthens Deal With Cubs The Enthusuiast Network To Operate New Dew Tour Bowl Game Pouring Rights, Concessions Pepsi Not Renewing Citi Field Partnership Jennifer Storms To Be NBC Sports CMO Doritos Ending Super Bowl Ad Contest Flacco Stars In Humorous Pepsi, Tostitos Ad
SBD/27/Sponsorships Advertising Marketing
SURF'S UP FOR ARBY'S
Published September 27, 1994
Triarc Companies Inc., which owns Royal Crown Cola and Arby's, is spending $525M in cash for Long John Silver's Restaurants Inc. "The deal will create a company with a combined 4,200 restaurants, generating more than $2.5B in annual system- wide sales." Nelson Peltz, Triarc Chair/CEO: "The proposed addition of Long John Silver's nearly 1,450 locations to our existing system of 2,700 Arby's restaurants will propel us overnight to the top tier in the quick-service restaurant industry" (AP/WASHINGTON TIMES, 9/22). DUAL-BRANDING, THE NEXT WAVE: "Triarc will try to turn the acquisition into a venture that would be the most ambitious attempt at fast-food dual branding" -- which is "the retailing of two separate brands from the same restaurant outlet." Don Pierce, head of Triarc's restaurant group: "Multiple branding is the next wave in the restaurant business" (Glenn Collins, N.Y. TIMES, 9/22). OR IS IT? According to this morning's WALL STREET JOURNAL, "not everyone in the restaurant industry is so enamored of the multiple-restaurant approach." PepsiCo has tested several three- in-one and two-in-one restaurant locations across the country, "with less-than-overwhelming results" (Emory Thomas, WALL STREET JOURNAL, 9/22).