Arby’s Restaurant Group Inc. is celebrating its 47th anniversary Saturday with a promotion of its signature Classic Roast Beef sandwich that will cost only 64 cents, to match the year of the chain’s birth in 1964.  But the deal is not without a catch — Arby’s customers must purchase a 22-ounce $1.59 drink and show a required coupon that’s only accessible by “liking” the brand on its Facebook page. The 64-cent offer is valid only on Saturday during regular business hours at participating locations. There is a limit of one coupon per transaction and the deal is not valid with any other coupon or offer.

 

The promotion for the 64-cent roast beef sandwich, which usually sells for $2.79 to $2.99, is not about building new traffic, said Bob Kraut, Arby’s senior vice president of advertising and marketing communications.  Instead, Kraut said it was an attempt to make Arby’s current Facebook user base of more than 590,000 fans more active with the brand online.  “It’s not an all-channels promotion. It’s targeted to the Facebook fans. This is more of an offer for people who follow the brand,” Kraut said. “We have had an active effort to build fans on Facebook. The social media is used by the younger people, and that’s important to us.”

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