A&W’s CEO Kevin Bazner Shares His Vision to Strengthen the Brand’s Message and Attract a Diverse Group of Franchisee Candidates

A&W, the 500-plus-unit classic restaurant franchise, has been serving one of the most historically popular soft drinks in the United States since 1919: its cold, delicious Root Beer. It all started with a root beer stand in Lodi, California during a welcome parade for WWI vets returning home. A&W founder Roy Allen handed out ice-cold Root Beers in frosty glass mugs for five cents to celebrate the soldiers.

And according to CEO Kevin Bazner, Allen’s people-centric mentality still rings true for the brand today. “People gravitate to the brands they know, and A&W is one of those brands,” he said.

Today, the brand’s emblematic Root Beer is made and served on-site, every single day. The signature drink — along with the brand’s classic burgers, all-American menu and nostalgic appeal — has led to a 33% increase in sales since 2011.

Bazner recently spoke with 1851 Franchise about his vision for the brand’s future, and he believes A&W will only continue to see growth as it focuses on strengthening the brand’s story, telling it to as many people as possible and letting Franchise Partners be a part of American history.

A&W: The Best-Kept Business Secret in Franchising

With a supportive leadership team, a franchisee-owned model, brand recognition, strong unit economics and plenty of territory to grow, A&W offers a lucrative opportunity for entrepreneurs who are interested in multi-unit ownership or diversifying their brand portfolio.

Bazner says the brand is equally as focused on making quality food and delivering a quality guest experience as its long-term value goals. And he believes A&W’s rich history is a compelling story that’s ready to be told.

“We haven't fully told our story — that we are a literal piece of American history — or at least it hasn't been heard,” he said. “For the first four or five years, after I returned to the company, we weren't even focused on new development. We were focused on improving the unit economics of the business. To be honest, in the first five, six, seven years, our economics were improving, but we weren't quite where we needed to be to tell an interesting and exciting story to a new franchise partner.”

Now, after seeing unprecedented growth over the last few years and even during the pandemic, Bazner says the brand’s story has come to fruition. “Today, we have a very, very competitive story in terms of unit economics, and we all have the same purpose in mind — to grow the business, strengthen the brand’s message and get the story out.” 

What A&W Seeks in a Franchise Partner

With so much opportunity for growth, A&W is seeking Franchise Partners who are looking for more than just an investment. As a franchisee-owned brand, A&W takes pride in the strong, forward-thinking relationship between its franchisees and the corporate team.

“We want people who are interested in the integrity of the brand,” said Bazner. “We really want quality versus quantity when it comes to franchisees. We've got a very good thing here, and it's getting better. We want to protect that for the long term.”

The brand currently has a 2021 franchise sales goal of 20 new restaurants by the end of the year and is targeting smaller markets in the upper Midwest, including Ohio, Indiana, Michigan, Minnesota, Iowa and Wisconsin.

For more information on franchising with A&W, please visit https://franchising.awrestaurants.com/