Download - A&W Brand Strategy
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A&W Restaurants
BUSI 438
Team 2 :Katie Johnson
Christian MayesJill Diblin
Ben Taylor
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• #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
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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
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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
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• 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
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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
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• 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
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• 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
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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
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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
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Sponsor a MLB team Charity –Feeding America Brand extensions• Candy• Dessert toppings• Condiments
Brand Opportunities
+
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International Website
• Menu items (listing, nutritional info, supplier info, etc.)
• History• Investor information• Franchising information
Internet Presence
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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
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The Result
• Refocus the Organization
• Increase Performance
• Increase Brand Equity
• Increase Revenue, Add Value, and Increase Customer Satisfaction
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Thank You.