How we’re winning customers
Excellent food and nostalgic appeal make us one of the best restaurant franchises to invest in, and surging sales prove it.
Over the past few years, we’ve seen great results by putting our brand and our food first, with an almost 30% increase in sales on average since 2011. There are a number of reasons why guests have responded so well to our brand’s resurgence, and we think our combination of quality, mouth-watering food and nostalgic appeal make us one of the best restaurant franchises around.
We know both the importance of driving sales and the importance of turning top-line sales into bottom-line profits.
Great food and value drive sales
With any top restaurant franchise, it all starts with the food, and ours more than lives up to the memories longtime guests have with our nearly century-strong brand. From the fresh Root Beer on tap to the juicy burgers on the grill to the Hand-Breaded Chicken Tenders in the fryer, our food goes beyond the quality guests expect of fast food, while still maintaining the right price point.
Since our brand is owned by our franchisees, we know both the importance of driving sales and the importance of turning top-line sales into bottom-line profits. We deliver value to guests without sacrificing profitability for our franchisees by focusing on local store marketing rather than national programs. Deals attract guests while also driving sales of higher-margin side items like French Fries and Cheese Curds.
A&W marketing mixes old and new
Our modern marketing techniques leverage our nostalgic appeal in ways that attract every generation. We help our franchisees more directly reach the consumers in their area through targeted social media and other forms of digital marketing, and streaming video platforms like Hulu and YouTube allow us to place compelling video advertising at a fraction of the cost of traditional television.
“I think the most unique thing about A&W is our emphasis on local store marketing and really ingraining the brand in each individual community,” says Vice President of Marketing Sarah Blasi. “We do have national media support but it’s all geo-targeted, so it’s very efficient and there’s very little waste.”
Building a community
And once guests come to A&W, we want them to come back again and again. Our restaurants are still valued community gathering places, especially in tightly knit small towns.
Franchisee Pete Knight is a perfect example; one of his restaurants is in Lodi, CA, where the first A&W opened in 1919. He’s built a strong community there by being an active participant in his neighborhood; his store sponsors Little League teams, fundraises for charity and even regularly hosts classic car shows on-site.
“The goodwill that you get when you go out and you’re a part of the community is invaluable. The bigger fast-food franchises can’t get the goodwill like we can,” he says. “You can’t just sit on your laurels and say, ‘Hey, everybody knows we’re here,’ you know? You have to get the word out constantly.”
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