Rax Roast Beef:
Oh, Rax, sweet sweet Rax, which also happens to be the impetus for this entire gallery. The U.S. fast-food restaurant chain, based out of Ironton, Ohio, opened its doors in 1982. At its peak the redneck version of Arby’s, had grown to 504 locations in 38 states. But the company got a bit too ambitious diversifying its core roast beef menu by adding: baked potatoes, pizza and a dinner bar with pasta, Chinese-style food, taco bar, an “Endless Salad Bar”, and a dessert bar, to name a few (not to mention the infamous mascot, Uncle Alligator, found in all the kid’s meals). The sole intention of this transformation was to be known by the public as the “champagne of fast food.” Red flags anybody?
This massive menu overhaul ended up driving away its core working-class customers, blurred their core business, and caused profits to plummet. Currently, most locations have closed in the last decade, leaving only eight locations in the US.