A Conversation with Liz Bazner, Senior Director of Marketing for A&W

1851 Franchise: What does this new role mean to you? Can you speak about your family ties to the brand as well as your journey with the leadership team?

Liz Bazner: We had a position open up when the previous head of the marketing department left. People said they were unsure about bringing someone else in from the outside, but we decided to take a breath, see what the needs of the department and company were and make a thoughtful decision going forward about who the best candidate would be. I’ve been with the company for nine years in a digital role involved in media, brand management and PR. So, I took nine months to go through an audition period to see if the marketing role was something I would fit into. I made a list of areas I needed to learn about and areas I have questions about, such as where I think we need to expand. I wanted to see if I could do it. Fortunately, it worked out. Initially, I never thought this would be a 25-year career journey. This opportunity put it all into perspective for me. Could I see myself doing this for a decade or more? Maybe. 

Kevin Bazner started with the brand seven months before I was born. I’ve been around or exposed to this brand my whole life. That hasn’t dictated anything necessarily. For the first part of my adult working career, I was not with A&W, but I grew up with this company because of my relation to Kevin Bazner. I gained lots of random knowledge, met a lot of franchisees and I have truly experienced the family aspect of A&W. There are still a lot of people in the system that I have known my whole life. I didn’t stay with the brand because I was comfortable; I stayed because I felt it was something I could contribute to. I was useful because of my relationship with the brand. 

I have ties to international business. I grew up when Kevin was opening international A&Ws. We lived in Kuala Lumpur when I was four years old to 12 years old. I have ties to a lot of those franchises who are in Southeast Asia. One of our main investors in the brand right now is the sole investor in Indonesia. We legitimately grew up together. I talk to those members of that family as peers, and I plan to someday go back to Southeast Asia to meet with them. I’ve traveled to all these international franchise locations. In 2012, after I joined the company, people were surprised to see how much I had grown up. Now, I’ll be talking with them on a professional level.

1851: What are your goals? 

Bazner: My main goal for the marketing team is to help our franchise partners who are navigating the post COVID waters. We’ve thought a lot about what to do now that COVID is over, and we’re trying to make sure our franchise partners are able to run profitable businesses and use their marketing dollars wisely. We’re also helping our franchise and development team open new restaurants. We think about new products we can develop, and we keep A&W in the news.

1851: As a woman in a leadership role, what do you hope others can take away from your story? Do you have any role models?

Bazner: I do have role models. Most of them are close friends that I made in school who are a little bit older than me, have more experience and have applied their learnings. There are standard female role models like Sheryl Sandberg and Michelle Obama. It’s a really good time for women. I feel like we’re realizing where women are an underutilized resource. J.Lo is in her 50s, and she is doing amazing things. There’s a perception that when women reach a certain age, they are not of use anymore. All of these women I just mentioned are hitting their stride. What I try to tell the younger people on your team is that your 20s are when you’re supposed to make mistakes, but when you get into your 40s, 50s and beyond, the focus is on areas that are important to you. 

I’m 37, and if you were talking to me when I was 15 about who and where I am right now, I would have said, “She’s done. She’s staring down the barrel.” But it’s not the case at all. 

The thing that was most important is that I wanted the job to go to the most qualified candidate at the time. I told Kevin Bazner that if I did not meet the requirements, then he had to be honest with me. I want to reinforce the team and let them know that I want to help them grow and be their best selves beyond the brand. We have some people who have been on the team for a long time. For example, Spencer Barrett has now been with the brand for eight years. When he came on board, it was the first professional job he had ever had. Now, he’s our voice on social media, and he’s moving into placing media. It’s super rewarding to see people grow professionally when it pertains to A&W. I want to make sure people on the team have a voice and hear their opinions on where they think the direction should be. I make sure we have leadership that aligns with that and give people the tools to speak up. 

We’ve entered a phase over the last couple of years about what the next generation is going to look like. We want to live up to the legacy that people set before us. Those that are best to learn from are CEO Kevin Bazner, President and COO Paul Martino and Senior Director of Franchise Development John Palumbo, who each come with a lot of experience.

1851: Outside of your ties to A&W, what else about you and your personality will help you in this role? How can others interested in a marketing career learn from your experience? Do you have any advice to people in marketing, especially with QSR brands?

Bazner: Ironically, I don’t come from a marketing background. It’s why I went back to school to get my MBA in 2020. I thought there were some holes in my knowledge, but that ultimately ended up being a strength. I had some fresh ideas. I think this is something that women deal with — imposter syndrome. 

A&W is a unique brand. My role involves a lot of listening, learning, being in deep conversations with our franchise partners, calendar planning and working on PR efforts and campaigns. If I had come from a traditional marketing background, I would have had some predisposed notions of what a campaign is supposed to look like. It’s helpful to look at everything with fresh eyes. There's an opportunity to learn not just from the marketing team but from the franchisees and trainers. 

ABOUT A&W RESTAURANTS: 

Established in 1919 in Lodi, CA as a roadside stand, A&W Restaurants now stands as a thriving part of the American experience. With 500-plus locations across the country, including 300 standalone restaurants, the brand remains a one-of-a-kind true original. Even its signature A&W Root Beer, served in an iconic frosty mug, is handcrafted at the restaurant. Today, that traditional approach is resonating strongly with consumers, who are looking for authentic brands. For more information, visit https://franchising.awrestaurants.com/