A Bizarre Ad Campaign With a Forthright Illustrated Spokesman That Helped Kill the Rax Fast Food Chain
A Bizarre Ad Campaign With a Forthright Illustrated Spokesman …
Oct 12, 2020
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The Bizarre Ad Campaign That Killed The Rax Fast Food Chain
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Rax Roast Beef, founded in 1967, was a popular fast-food chain known for its roast beef sandwiches and salad bars. During their peak in the 1980s, Rax expanded quickly, with over 500 locations across the United States. But the chain struggled with identity and branding issues, leading to a decline in customer loyalty — people didn’t understand if they were trying to be an Arby’s or a McDonalds or a Pizza Hut (they explored pizzas for a time). According to reports, over-diversification and financ
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