The new marketing plan highlights Arby's meatless credentials and strengthens his slogan: "We have the meat."
Only from Arby's test kitchen is "Marrot", a turkey breast meat cut cut in the form of a carrot. It is so sous vide for an hour and rub into a "special carrot marinade" made from dried carrot juice powder. It is then topped with a maple syrup powder, baked for an hour and topped with parsley to "give it the full carrot effect," Arby said.
Arby argues that it is healthy too: A marrot has 70% of the recommended daily dose of vitamin A and more than 30 grams of protein, the company says.
"Plant-based meat is the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat," said Jim Taylor, Arcy's chief marketing officer at the company's blog.
Arby said it is developing other "protein-packed vegetables."
"We want to continue innovating in meat vessels that never existed before in ways that are surprising and delicious and surpass the expectations of what you can get through a drive through," Taylor said.
It's the bucking trend, as interest in plant-based protein is increasing. Meat lovers are looking to diversify their diets to be healthier and reduce their impact on the environment.