A Strategic Pit Stop for a New Sandwich
Arby's is turning the upcoming NASCAR weekend at Naval Base Coronado into a showcase for its newest menu item, the Angus Cheesesteak, by teaming up with JR Motorsports. The partnership marks the chain’s most visible entry into the sport yet, positioning the sandwich as the Official Cheesesteak of NASCAR San Diego.
The No. 8 Chevrolet that will race on Saturday, July 20, features a patriotic scheme that celebrates America’s 250th birthday while highlighting the cheesesteak’s arrival. The design incorporates subtle nods to the U.S. Navy, reinforcing the event’s location on a military base.
At the heart of the promotion is the new Angus Cheesesteak, built with 100% Angus steak, white American Cooper® Cheese, and caramelized onions on an Amoroso's® sesame seed sub roll. The sandwich’s premium ingredients are meant to mirror the high‑performance image Arby's wants to associate with the sport.
To amplify the launch, influencer Robby Berger took the first bites of the cheesesteak at 30,000 feet, a stunt that underscores the brand’s willingness to blend culinary novelty with eye‑catching publicity. Fan‑zone activations, track signage, and media integrations will keep the sandwich front‑and‑center throughout the weekend.
The race itself will be broadcast live on The CW, MRN, and SiriusXM NASCAR Radio Channel 90, with a post‑race edition of the Dale Jr. Download scheduled for Saturday evening. Those platforms will carry the Arby's branding and the patriotic livery, ensuring the partnership reaches both traditional NASCAR fans and a broader media audience.
Beyond the Track: Brand Ambitions
Arby's, founded in 1964 and now part of Inspire Brands, operates more than 3,500 restaurants across six global markets. By aligning with JR Motorsports — co‑owned by Dale Earnhardt Jr., Kelley Earnhardt Miller, and Rick Hendrick — the chain hopes to deepen its connection to American automotive culture while promoting a product that emphasizes quality beef and premium cheese.
The San Diego weekend offers a unique testing ground for Arby's to gauge consumer response to the Angus Cheesesteak in a high‑energy environment. If the activation resonates, the company may look to replicate the model at future NASCAR events, using food as a bridge between the track and everyday diners.