At a ranch house in rural Montana, Rick White peels the bun off Arby's new venison sandwich.
"It looks like deer," he says. "Venison."
His dog, Finn, stares at the sandwich and whines.
"It's a gray meat," he says. "It doesn't look like a ground patty. It looks more like McDonald's style, but thicker."
Like a lot of people in Montana, White is a lifelong deer hunter. And he's just the kind of person Arby's wants eating their new venison and elk steak sandwiches.