Arby's is giving one of its most recognizable sandwiches an upgrade.
The fast‑food chain on Thursday announced the launch of the French Dip Royale, a new take on its classic French dip that the company says is designed to feel "fit for royalty."
The sandwich is rolling out nationwide and is being positioned as a more elevated option within Arby's roast beef lineup.
The French Dip Royale features thin‑sliced roast beef, melted provolone cheese, seasoned caramelized onions, steak seasoning, and garlic aioli, served on a toasted artisan sub roll. As with Arby's traditional French dip, the sandwich comes with a side of savory au jus for dipping.
According to the company, the roast beef is slow‑roasted for more than four hours and then hand‑sliced into thin pieces, while the provolone is naturally aged for over 60 days to enhance its melt and flavor.
The French Dip Royale launch comes alongside a new marketing campaign featuring Kristen Kish, host of Top Chef and star of The Traitors. The campaign is set to debut on Kish's Instagram, tying the product to culinary credibility as Arby's continues to lean into more premium‑leaning menu items.
Arby's has increasingly used celebrity partnerships and social‑first campaigns to spotlight new offerings, particularly as competition in the quick‑service sandwich space intensifies.
In recent weeks, the chain also drew attention for launching the $5 Fry Fill Up, a limited‑time deal offering a massive portion of its signature curly fries for a flat price. The promotion was framed as a response to rising everyday costs and was available for a short window through April 1.
Earlier this year, Arby's also rolled out its "Meat & 3" Value Box, a bundled meal that includes a choice of entrée, multiple sides, and a dessert for under $8. The box was positioned as one of the brand's largest-value offerings to date to address consumer price sensitivity.
"Over the last year, fast food chains have looked to new menu items as a way to generate more interest and subsequently more sales to their locations. With consumers feeling the pinch from inflationary pressures, many Americans have opted to dine at home to save money and cut back on the part of their budgets traditionally used at restaurants," Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek.
"The introduction of Arby's French Royale Dip is the latest addition the chain hopes will gain attention from customers who haven't been to their restaurants recently and return some of their dollars to their old habits."
Arby's has not yet announced how long the French Dip Royale will remain on menus or whether it will become a permanent offering.