Brand Play: Arby's strong Instagram presence (65) and top hashtag #mukbang suggest an opportunity to leverage creator partnerships on TikTok (52) to convert existing visual content engagement into broader viral reach.
This Week’s Play: Focus on TikTok by launching a creator campaign to capitalize on the 35.2M plays already present. Waiting 30 days means missing the peak virality window and allowing competitors to dominate the emerging trend.
30-Day Score History
Category avg: 30/100 across 333 brands
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Amazon Commerce Signal
19h agoThis is a category in a holding pattern, with established players vying for mindshare rather than rapid expansion. The gap between Arby's moderate Instagram score of 65/100 and its weak TikTok Shop Commerce Score of 26/100 reveals a significant missed revenue channel. Competitors who establish a direct-to-consumer social commerce presence this quarter will capture market share and customer data, leaving slower brands to play catch-up.
Why Arby's Is Trending
What's Driving It Instagram (65/100) is the primary driver, with content centered on arbys (23.9M plays) and fastfood (1.9M plays) — creator content featuring mukbangs and humorous takes on the brand's unique menu items are performing well. Why It Matters Arby's status is FADING...
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Strategic Recommendations
(4 actions)Launch TikTok Shop campaign
Arby's weak TikTok Shop Commerce Score of 26/100, despite a moderate TikTok momentum score of 51/100, indicates a significant untapped revenue stream on the platform.
Activate a dedicated Arby's TikTok Shop with exclusive bundles or limited-time offers, aiming for a 50% improvement in the 26/100 TikTok Shop Commerce Score within 60 days. Failing to establish this direct commerce channel means missing out on immediate purchase intent from TikTok's engaged user base.
Engage YouTube food creators
Google/YouTube's moderate score of 45/100 and high search volume of 71,270/month present an opportunity to convert existing interest into owned content engagement.
Commission 3-5 YouTube creators specializing in food reviews or challenges to produce content around Arby's unique menu items, targeting a 20% increase in Google/YouTube search volume. This will capture the existing 71,270/month search volume and build a stronger owned presence where the brand is currently moderate at 45/100.
Monitor competitive menu innovation
With Arby's highest platform being Instagram at 65/100, understanding how competitors use this platform for product launches is crucial for competitive differentiation.
Track menu launches and social buzz from direct competitors like McDonald's and Burger King, focusing on their Instagram and TikTok performance. Understanding their strategies will inform Arby's own product development and marketing to maintain its differentiated position in the fast-food market.
Test regional-specific promotions
The 100% US creator geography indicates a concentrated audience, making regional-specific testing a logical next step for audience expansion.
Develop geo-targeted promotions or new menu items for specific US regions outside the current 100% US creator base, leveraging local influencers to expand reach. This will test new markets and prepare for broader expansion beyond the current concentrated US creator geography.
Action Plan
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