In the fast-food landscape, few brands have made as significant an impact as Arby’s, renowned for its unique offerings and commitment to quality.
At the heart of this success story are its founders, Forrest and Leroy Raffel, whose entrepreneurial vision transformed a simple idea into a national phenomenon.
Established in 1964, Arby’s was born out of a desire to provide an alternative to the ubiquitous hamburger chains of the time.
This article delves into the lives of Forrest and Leroy Raffel, exploring their journey from humble beginnings to creating a beloved franchise that continues to thrive today.
Who are the founders of Arby’s?
Leroy and Forrest were not your typical fast-food entrepreneurs.
Before venturing into the world of quick-service restaurants, the Raffels had careers in other fields, with neither having direct experience in the food industry.
Leroy was an inventor and had experience in sales, while Forrest had worked in various businesses and had an education in engineering.
Together, however, they would create something entirely new — a restaurant chain that would forever change the American fast-food landscape.
The birth of Arby’s
In the early 1960s, Leroy and Forrest were looking for a new business opportunity.
They had recently sold a clothing business and were seeking a venture with more potential for growth.
After some research, they decided to open a fast-food restaurant.
But rather than following the trend of burgers and fries, the brothers envisioned a different kind of offering.
The idea came to them during a conversation about the untapped potential of roast beef sandwiches.
At the time, most fast-food chains focused on hamburgers and fried chicken, and the Raffel brothers saw an opportunity to introduce a unique concept centered around roast beef — a product that wasn’t widely available at fast-food chains.
In 1964, they opened the first Arby’s restaurant in Boardman, Ohio, a suburb of Youngstown.
The name “Arby’s” was derived from the initials “R.B.” for “Roast Beef,” a nod to their core menu item.
It was a bold, yet simple choice — and one that would come to define the brand.
The early days
The first Arby’s location was different from anything people had seen before.
The restaurant’s menu centered around roast beef sandwiches, which were freshly sliced and served on soft buns, a far cry from the frozen, pre-packaged offerings of traditional fast-food chains.
To complement the sandwiches, Arby’s also introduced a selection of sides, such as curly fries and potato chips, further differentiating itself from competitors.
The brothers’ decision to focus on roast beef paid off quickly.
The concept was a hit with customers, who were intrigued by the new option that wasn’t commonly offered in the fast-food industry.
Arby’s also introduced the innovative idea of using a conveyor-belt oven to cook the roast beef, ensuring it was consistently prepared and sliced fresh.
This approach became a hallmark of the brand and set it apart from others.
Despite their success, the Raffels faced significant challenges in the early years.
Like many new businesses, Arby’s had to overcome competition from established fast-food giants like McDonald’s, Burger King, and Wendy’s.
But the brothers were determined to make their brand stand out.
Their focus on quality and unique offerings resonated with customers, and within a few years, Arby’s began to expand rapidly.
Growth and expansion
By 1965, just one year after opening their first restaurant, Leroy and Forrest Raffel began franchising the Arby’s brand.
The decision to franchise was a pivotal one, enabling the company to expand rapidly without bearing the full financial burden of opening new locations.
The first franchise opened in 1965 in Lakewood, Ohio, and within a few years, Arby’s was becoming a recognizable name across the United States.
The company’s emphasis on fresh, high-quality ingredients and its innovative approach to fast food helped it stand out in a crowded market.
By the 1970s, Arby’s had grown into a major player in the fast-food industry, with hundreds of locations across the country.
Innovative marketing and branding
Another key to Arby’s success was its ability to effectively market itself to a wide audience.
The Raffel brothers understood that building a brand was essential to their growth, so they invested heavily in advertising and branding strategies.
Over the years, Arby’s became known for its memorable slogans, such as We Have the Meats, which emphasized its focus on high-quality meats.
One of the company’s most successful marketing strategies was its mascot, the Arby’s cowboy hat-wearing figure, who became synonymous with the brand.
This friendly and approachable character helped solidify Arby’s identity and create a sense of nostalgia that continues to resonate with customers today.
International expansion
By the late 1980s, Arby’s had successfully established itself as a nationwide brand and began considering international expansion.
The company ventured into Canada in 1981, and by the 1990s, it had opened its first international location in Japan.
Arby’s continued to grow through the 1990s and 2000s, acquiring other brands like RB’s, and reaching a global presence in over 3,000 locations worldwide.
Despite economic challenges and competition, Arby’s stayed true to its roots, maintaining its focus on high-quality, fresh ingredients and innovative menu items.
The Raffels’ legacy
The legacy of Leroy and Forrest is not just one of entrepreneurship, but of innovation.
The brothers’ decision to focus on roast beef, their unique approach to cooking, and their commitment to quality all contributed to Arby’s success.
They also understood the importance of adapting to changing tastes and trends, which allowed the company to stay relevant over the decades.
For example, in the early 2000s, Arby’s introduced the “Market Fresh” line of sandwiches, which offered healthier options like wraps and salads, catering to the growing demand for lighter fare.
This move allowed the brand to capture a wider audience and appeal to consumers seeking healthier dining options.
Community engagement
In addition to their entrepreneurial achievements, the Raffels were also deeply involved in community service and philanthropy.
Both Leroy and Forrest were committed to supporting local organizations and causes, especially those related to education and social welfare.
Throughout the years, Arby’s has continued this tradition of community engagement, participating in charitable initiatives and partnerships that focus on fighting hunger, supporting education, and promoting social causes.
Conclusion
Leroy and Forrest may have started out with no background in the food industry, but their vision and determination transformed Arby’s into a fast-food empire.
By pioneering the roast beef sandwich in the fast-food world, innovating in restaurant technology, and staying true to their commitment to quality, the Raffels created a brand that is still thriving more than 50 years later.
Today, Arby’s remains a household name, known for its signature sandwiches, unique menu items, and bold flavors.
The company’s expansion into new territories, including international markets, is a testament to the enduring legacy of its founders.
Leroy and Forrest’s story is one of perseverance, creativity, and entrepreneurial spirit, proving that with the right vision and hard work, even the most unconventional ideas can lead to monumental success.
