SerpApi.Org
When people start second-guessing what's on their sandwich, restaurants have to respond quickly. As concerns over a growing Cyclospora outbreak prompted some consumers to avoid leafy greens, Arby's took a different approach from many of its competitors. Rather than reassuring customers about its produce, the chain leaned into the slogan it has been known for for years: "We Have the Meats."
The timing wasn't accidental. Federal health officials have linked shredded iceberg lettuce served at certain Taco Bell restaurants in five states to a cyclospora outbreak that has sickened more than 1,600 people. Taco Bell responded by removing lettuce from one of its suppliers in affected locations and later said that supplier's lettuce would be removed from its supply chain nationwide while replacements were secured.
Arby's, whose menu is built around roast beef, brisket, turkey, and other meat sandwiches rather than salads, quickly found a way to join the conversation. In an Instagram post on July 15, the company shared a photo of its Beef & Cheddar sandwich with the caption, "Marked Safe From leafy greens today," turning a serious public health story into a lighthearted marketing moment.
A Promotion Built Around Its Meat-Focused Menu
Arby's didn't stop with social media. On July 16, the company announced a new Cheesesteak Happy Hour, encouraging customers who were avoiding salads and leafy greens to consider one of its newest menu items instead. The promotion runs daily from 10 a.m. to 2 p.m. local time for members of the Arby's Rewards program.
Customers who purchase one of the chain's new Angus Cheesesteak sandwiches receive a free medium curly fries, four-piece mozzarella sticks, a medium shake, or a side of White Cheddar Mac & Cheese. Arby's even suggested adding the mac and cheese to the sandwich, referencing a combination that has become popular with food influencers.
The campaign reflects how brands often adapt their messaging to current events without directly commenting on the underlying health issue. Rather than criticizing competitors or making safety claims about specific ingredients, Arby's highlighted that many of its signature sandwiches simply don't rely on lettuce in the first place.
Other Restaurant Chains Are Taking Different Approaches
Arby's is not the only restaurant responding to customer concerns, but its strategy stands out. While the roast beef chain emphasized what isn't on its sandwiches, other companies have focused on reassuring customers about their ingredients and supply chains.
Taco Bell removed lettuce supplied by one vendor after discussions with public health officials and said the affected product would be replaced within 24 hours in impacted states. Meanwhile, Chipotle said it was closely monitoring the situation as investigators worked to identify the source of infections. Sweetgreen also addressed customer concerns, emphasizing that it does not use iceberg lettuce on its menu and that none of the ingredients in its supply chain had been identified as part of the investigation.
The outbreak itself remains the central issue. Cyclospora cayetanensis, the parasite responsible for cyclosporiasis, spreads through contaminated food or water and can cause prolonged watery diarrhea, nausea, stomach cramps, bloating, and fatigue. Health officials continue investigating additional outbreaks across the country, even as the five-state Taco Bell-linked investigation remains a major focus.
Why the Campaign Resonated With Customers
Arby's marketing landed at a moment when many consumers were already paying closer attention to what they were eating. With headlines centered on contaminated lettuce and restaurant supply chains, the company's long-running "We Have the Meats" identity suddenly became a natural fit for the public conversation.
The social media response reflected that timing. Many users praised the campaign's humor, with comments calling it "killer marketing," while others appreciated the brand's ability to acknowledge the news without making light of the illnesses affecting thousands of people. The message also reinforced what customers already associate with Arby's: sandwiches centered on roast beef and other meats rather than fresh greens.
The campaign also illustrates how quickly restaurants adapt during food safety events. While public health agencies continue tracing contaminated ingredients and advising consumers based on scientific evidence, brands are finding different ways to communicate with customers—whether through precautionary ingredient changes, supply chain updates, or marketing that highlights menu items unaffected by the current concerns.
