Source: Franchise Times
Meredeth Jones is no stranger to the A&W brand, and she knows she’s not alone.
“Everyone knows the name A&W … and a lot of brands have to work really hard for that brand recognition,” Jones said. “We have the name after being in business for 105 years. We have that brand recognition and the legacy built up.”
Jones became vice president of franchise development and design for A&W Restaurants in December. The company has 860 global locations, with about half operating across the United States, including 230 co-branded with KFC or Long John Silver’s. It’s unit count in the U.S. has declined since 2018, when it had 613 locations across the country.
Brand familiarity played a role in Jones’ decision to join A&W, and she believes it’s integral in generating leads and driving realistic franchise growth. Nostalgia is at the core of what makes A&W stand out, she said, in reference to the iconic frosted mug, root beer and all-American food.
But it’s not enough to have a legacy; it’s all about how you use it. For A&W, this means taking advantage of “newstalgia.”
“Like ‘new nostalgia’—it’s kind of a cool buzzword,” Jones explained. “It’s really bringing the nostalgia piece and making what’s old new again, making it cool and relevant to today. Generations that are coming up are longing for cassette tapes, record players and even the Polaroid cameras. We’re not going too far back; we’re giving them just enough to get them interested in the brand.”
A&W is bridging the generational gap with this initiative, increasing its digital activity on Instagram and TikTok to appeal to younger generations.
But the company takes a holistic approach to franchise development. While LinkedIn builds interest, in-person interactions also prove beneficial when restaurant visits resonate with nostalgic franchisee candidates.
“There’s definitely … that nostalgia for the days of when they were growing up, and people want to bring that experience to their community and their children,” Jones said. “That’s what we hear the most: ‘I grew up on A&W. I really want to own one. I want to bring it to my community.’ And that’s such a great testament to the brand.”
