South Gwinnett High School's Marketing Menaces are Arby’s National Case Challenge Champions!

The Marketing Menaces of South Gwinnett High School have emerged victorious in the Arby’s National Case Challenge Championship!

Members of the Marketing Menaces  team— Jalayah Beason, Khadie Kendall, Shaylin Lemon, and Aiden Ross—competed against two teams from Florida and one team from Indiana. This competition challenges students to apply real-world problem-solving skills, a key focus of the 3DE instructional model, which empowers students through experiential learning and business case studies.

“This achievement speaks highly of the students' dedication, skills, and teamwork. Qualifying for the national championship event and securing the title demonstrates the significant effort, practice, and focus our students have invested,” says Nikki Thornton, Director of 3DE at South Gwinnett High. “Additionally, it underscores their capacity to perform under pressure and compete at the highest level. Their success reflects 3DE’s competencies of effective collaboration, engaging communication, self-direction, and a steadfast commitment to their objectives.”

The school’s 3DE student team was challenged to identify potential modifications or enhancements to improve the customer experience for Arby’s, specifically targeting the 13- to 17-year-old demographic. To inform their recommendations, the team conducted a survey of over 200 teenagers. The results indicated that engaging social media influencers would be the most effective strategy for reaching their target audience. The team analyzed industry competitors and evaluated their successful use of influencers to bolster customer loyalty.

In response, the Marketing Menaces developed the "Blind Bite Challenge," which features influencer-inspired meals. The initiative allows customers to enter the challenge by guessing the influencer associated with a meal. Upon correct identification, participants receive a personalized video from the influencer. Their proposal included a mockup of a monthly calendar, entry receipts, and a winning video. This comprehensive solution is expected to drive a return on investment through increased brand awareness, enhanced social media engagement, and boosted sales.

The panel of judges, which comprised Arby’s Regional Vice Presidents, Board Members, and their Head of User Experience, noted that South Gwinnett High stood out due to their effective use of survey data to support their recommendations. Their creativity, cultural awareness, and adept application of market research distinguished them as the champions of the competition.

Members of the Marketing Menaces say this experience helped to build interest and exposure in different career opportunities, and helped build their marketing and problem-solving skills.