Dive Brief:
- Arby's named Patrick Schwing as chief marketing officer to oversee the fast-food chain's advertising, digital innovation, menu development and brand experience, per an announcement. Schwing joins Arby's after more than 16 years at Procter & Gamble (P&G).
- Schwing previously led the global power brush interactivity and innovation group at Oral-B, P&G's consumer dental care brand. While there, he oversaw the introduction of its Oral-B Connect products that use artificial intelligence (AI) technology and a mobile app to help consumers improve their teeth brushing.
- Schwing also worked as a brand manager for P&G products such as Pantene, Head & Shoulders and Herbal Essences, according to his profile on LinkedIn. He will report directly to Arby’s President Jim Taylor, per the announcement.
Dive Insight:
Arby's appointment of Patrick Schwing as CMO is notable for hiring an experienced brand manager and marketing executive outside of the restaurant industry. The fast-food chain was looking for someone with experience in brand-building, digital marketing and innovation, Arby's President Jim Taylor said in a statement.
Schwing's most recent experience includes P&G's efforts to embrace digital and mobile technologies among personal care brands such as Oral-B. As mobile ordering, payment and delivery become more important to the restaurant industry, Schwing's experience is valuable to a brand like Arby's. Similarly, Starbucks recently promoted Brady Brewer to CMO from VP of digital customer experience, in a sign that the chain is looking to make the in-store and digital experience more seamless.
Schwing's hiring comes as Arby's looks to differentiate itself amid a competitive QSR space. Even as some fast-food rivals have embraced plant-based alternatives, Arby's has defiantly touted its sandwiches made from roast beef, bacon and turkey with the slogan, "We have the meats." The chain even created a meat-based carrot called "the Marrot" to buck the prevailing trend of selling meat substitutes. Arby's has worked to counteract rumors that it was planning to add a plant-based burger to its menu after Burger King and Little Caesars announced partnerships with Impossible Foods, Fortune reported.
Arby's recent marketing campaigns included an effort in January to troll rivals, a strategy that Burger King and Wendy's have adopted in the past few years. Arby's highlighted its hat-shaped logo in a campaign timed with National Hat Day on Jan. 15. The chain tweeted a video showing the mascots of competitors such as Burger, King, KFC, McDonald's and Wendy's wearing the iconic Arby's hat.
