Arby’s has found success in selling authentic smoked brisket and other smoked meats as limited-time offers. In August, the chain famous for its slogan “We have the meats,” introduced a slow-smoked beef short rib sandwich, which appealed to more than 58% of consumers surveyed. They were intrigued by the description: “Beef short rib smoked for at least six hours, pulled off the bone, covered with melted cheddar cheese, crispy onions and smoky BBQ sauce and put between two pieces of Texas toast.” The wording reinforces Arby’s point of differentiation in the fast-food space: smoking meats low and slow, pitmaster-style. Using thick-sliced Texas toast as the carrier adds to the perception of both value and authenticity.