This document summarizes information about the A&W restaurant brand. It notes that A&W is the #1 brand of root beer but relies heavily on the Baby Boomer generation. It has over 1200 restaurants, mostly in Canada and the US. The document then discusses A&W's competitors and market share. It identifies problems as lack of brand awareness and resonance in the US and losing touch with its history. Finally, it proposes solutions such as refocusing on the US market, incorporating history into stores, implementing brand management, developing A&W-specific menu items, and improving organizational cohesion.

1. BUSI 438
Team 2 :
Katie Johnson
Christian Mayes
Jill Diblin
Ben Taylor

2. 
• #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

3. 
 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

4. 
 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

5. 
• 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

6. 
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

7. 
• 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

8. 
• 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

9. 
 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

10. 
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

11. 
 Sponsor a MLB team
 Charity –Feeding America
 Brand extensions
• Candy
• Dessert toppings
• Condiments
Brand Opportunities
+

12. 
 International Website
• Menu items (listing, nutritional info, supplier info,
etc.)
• History
• Investor information
• Franchising information
Internet Presence

13. 
 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

14. 
The Result
• Refocus the Organization
• Increase Performance
• Increase Brand Equity
• Increase Revenue, Add Value, and Increase
Customer Satisfaction

15. 
Thank You.