How A&W's New Menu Optimization Will Set the Brand Apart in the QSR Industry

After extensive research and testing, A&W Restaurants, the 500-plus unit all-American restaurant concept, is releasing a new and improved menu board. But the redesigned menu won’t simply include more appetizing pictures of pre-existing selections. It will embody a refined A&W philosophy and marketing message that is expected to make waves in the QSR industry.

“The new menu will take the emphasis off of single hamburgers and instead highlight double burgers and combo selections,” said Bill Fry, senior vice president of RSS and supply chain management. “While many restaurants in the segment only have around eight combination offerings, A&W is experimenting with 10 and potentially even 12 combo options. The idea is to offer even more exciting, high-value meal options that leave a lasting impression on our customers.”

A&W is strategically sidestepping pricing wars with larger QSR chains, understanding that competition over “value” may not be a winning battle for the brand. However, by encouraging double burger purchases, A&W is sending a message that its restaurants produce high-quality, deeply satisfying meals. 

“No one is walking away from a double burger or five-piece chicken tender meal still feeling hungry or dissatisfied,” said Fry. “At 2.5 ounces, our tenders are the biggest in the industry — and it’s not processed chicken, either. It’s real white meat tenderloin. This underscores the value message we’re working to convey.”

After releasing the new menu on a trial basis in specific territories, the brand has found that the revamped menu is a massive hit with consumers. Preliminary data indicates that the menu will do incredibly well as it enters phase two of its release strategy.

“Our number one priority is to build profitable sales. Not just higher quantity — everything we’re doing is about quality. This new menu more closely aligns with our mission of making profitable sales and creating more opportunities for our franchisees to succeed.”

Franchisees can expect a positive jolt to the system as the new menu is implemented system-wide. Not only are premium proprietary products getting more real estate on the menu board, but consumer research suggests the speed of service and customer satisfaction with the ordering process are also improved by the new menu’s rollout.

“Quality is our long-term value proposition,” said Kevin Bazner, CEO of A&W Restaurants. “In our 11th year, we’ve grown same-store sales by about 67%. That far outweighs others in the industry. By focusing on profitable same-store sales, franchise partners win by receiving greater profits. They can then pass that along by investing in their restaurants and creating an even greater workplace ecosystem.”

With the release of the optimized menu and moving towards a centralized POS system, 2023 is shaping up to be the brand’s strongest year in over a decade. And with new tools and opportunities for expansion, the franchise aims to expand its franchise network. 

Now, A&W is seeking qualified franchisee candidates for development opportunities in Iowa, Minnesota, Illinois, Wisconsin, North Carolina, South Carolina, Florida and Nevada. 

The total investment necessary to begin operation, not including rent or land costs, is $871,000–$1,454,750 for a Freestanding Restaurant; $401,000–$1,013,750 for an Inline Restaurant; and $276,000 to $704,000 for a Captive Restaurant, including a $15,000–$30,000 franchise fee. To learn more about franchise opportunities with A&W Restaurants, please visit https://franchising.awrestaurants.com/.