Who writes this stuff?
Let me begin by confessing my weakness for the Beef ’n Cheddar sandwich at Arby’s. It is my sole vice, provided you don’t count my other vices.
Recently, while chowing down on a B ’n C, I chanced to read the copy on the cup that came with my meal. Here’s what it said:
ARBY’S IS DELICIOUS.®
Sure it may start with the promise of a perfect sandwich, but for us it goes beyond that. It's a matter of pride.
it’s our commitment to Serve, Refresh, and Delight every guest so they have a truly delicious experience. That’s who we are. That’s what we do.
Are you wiping away a tear?
Yeah, neither am I.
Lucky thing they registered “Arby’s is delicious.” Now they are assured that no one will rip off that highly creative line in some vain attempt to claim that their food is delicious.
Yet the line seems a little superfluous. I mean, assuming it’s true, wouldn’t we be able to tell without coaching from a cup? By, you know, taking a bite?
It’s also a good thing that they rendered “Serve, Refresh, and Delight” with initial caps. It makes those three little words look way more important. And thank goodness they troubled to remind us of who they are and what they do. Else, I might have driven away with a lesser impression, based on the unceremonious way in which the underpaid, disheveled, indifferent person wordlessly thrust my order at me through the window.
Perhaps I am being overly critical. After all, the message on the cup wasn’t written for me. It was written for the CEO and board of directors. Maybe reading it made them feel all warm and fuzzy.
Oh, and why isn’t there a comma after “Sure”?
I should know better than to read cup copy.