A&W Restaurants

BUSI 438

Team 2 :Katie Johnson

Christian MayesJill Diblin

Ben Taylor

• #1 brand of root beer• Reliance on Baby Boomer generation• First fast-food company• 1200 restaurants: over 750 in Canada, more than 450 in

U.S. and overseas

“Our core beliefs are simple; deliver high quality food, provide an excellent working environment and above all create an enjoyable All-American family experience.” – Paul Hollands, CEO

The Current A&W Brand

Fast Food Industry- Market Cap: $55,145.3B

Leaders: McD’s ($1,127.5B), Starbucks ($494.5B)

-A&W(235.84M), Sonic (587.14M)

Competition and Industry

Lack of brand resonance and awareness (not

gaining market share in the U.S.) Losing touch with their history Being listed as a dying brand is unacceptable Lack of structure among franchise and

informational sources

The Problem

“A&W is worth a stop, if for the root beer alone.” –ePinion Reviewer

• Change mission statement• Focus on U.S. stores• Incorporate A&W history & local elements in store• Implement brand management system• A&W specific menu items• Brand extensions and opportunities• Consolidate the information on the Internet• Better communication between franchisees and

management

Proposals

Current Mission Statement: “To make A&W the #1 burger choice of the Baby Boomers and

the fastest growing and most successful burger business in Canada.”

• Make applicable to all nations and generations• Allow the statement to be applied in all situations and

endeavors

Redefine the Mission

• Stop all overseas expansion• Shut down any stores that are not successful • Use those funds for U.S. market reentry and advertising

Focus on U.S. Stores

• All of the A&W stores to have a consistent design &

layout• Features like the “Good Times” timeline wall in new stores

• Create each A&W specific to area

Incorporating A&W’s History

Conduct surveys every six months until

positive feedback, then continuous tracking• Offer incentives for participation• Questions such as: “What do you think of when

you see A&W?” or “If A&W and another quick-service restaurant was side-by-side, which would you choose and why?”

Brand Management System

A&Wesome Menu Items

• Items you can only find at A&W• Historical references

(The Original Root Beer float)

• A&W Root Beer specials (i.e. Friday floats, $1 large root beer, etc.)

• Featuring one item that is specific to each area it’s in

Sponsor a MLB team Charity –Feeding America Brand extensions• Candy• Dessert toppings• Condiments

Brand Opportunities

+

International Website

• Menu items (listing, nutritional info, supplier info, etc.)

• History• Investor information• Franchising information

Internet Presence

Communication within the brand between franchisees

and upper management - Annual or semi-annual franchisee meetings with top management-Increase uniformity across stores in terms of look-Franchisee oversight board

Organizational Cohesion

The Result

• Refocus the Organization

• Increase Performance

• Increase Brand Equity

• Increase Revenue, Add Value, and Increase Customer Satisfaction

Thank You.