1851

Nostalgia is the latest trend. And <a href="https://franchising.awrestaurants.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-aw-is-appealing-to-gen-x-millennials-and-gen-z-2716253" target="_blank" rel="nofollow">A&amp;W</a>, the 102-year-old legendary restaurant, knows how to resonate with guests both young and old. A <a href="https://static.billboard.com/files/2020/04/COVID-19-Entertainment-Tracker-Release-1-1586793733.pdf?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-aw-is-appealing-to-gen-x-millennials-and-gen-z-2716253" target="_blank" rel="nofollow">recent study</a> revealed that consumers craved familiarity during the COVID-19 pandemic, with more than half of consumers exploring old films, songs and comfort food from their youth. But the draw towards nostalgic brands is also a generational appeal, with Gen X, Millennials and Gen Z also turning to brands with a more vintage aesthetic — something <a href="https://1851franchise.com/awrestaurants">A&amp;W</a> has mastered.“A&amp;W offers a shared experience of different moments in time,” said <a href="https://www.linkedin.com/in/liz-bazner-61277745/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-aw-is-appealing-to-gen-x-millennials-and-gen-z-2716253" target="_blank" rel="nofollow">Liz Bazner</a>, senior director of marketing for the brand. “And younger generations are discovering that about our brand. We offer an authentic experience and a piece of American history.”<h4>How A&amp;W Uses Nostalgia Marketing to Connect with Younger Generations</h4>How can you identify a special moment in time, that unique event from the past that Gen Z, Millennials and Gen X crave? Nostalgia marketing allows consumers to relive memories and beloved icons and items from the past in a modern way, forging a connection between the past and present.And according to Bazner, that approach has served A&amp;W well for years. “We wanted one filter to run every decision through. That filter is hip nostalgia,” she said. “It’s given us a lot of unity and consistency. Now, we’re evolving the hip nostalgia filter to make sure we stay current and focused on second-century growth style.”Bazner believes younger generations are drawn to the A&amp;W brand because being an A&amp;W consumer almost feels like an exclusive experience. “They know what to expect — high-quality food and a good experience,” she said. “We get a lot of questions from guests about old A&amp;W uniforms, old signage, etc. We’re hitting a cycle where people are interested in older designs.”<h4>How A&amp;W Strikes the Perfect Balance Between Nostalgia and a Forward-Thinking Style</h4>While nostalgia-centric tactics clearly have the ability to establish an emotional hook with an audience, they don’t come without risk. But A&amp;W has managed to strike while the iron is hot, maintaining a balance between traditional and dynamic thinking.“We have restaurants that have actual historical photos of that location at a certain time or other A&amp;Ws in the past, and younger generations are really gravitating towards it,” said Bazner. “So we often choose to look back at our brand’s history and look at the designs. A lot of times we’re looking back to 1940 and thinking, ‘We should do that again!’”To remain appealing to those younger generations, A&amp;W is also revamping some of its menu items. “We’re looking back and seeing what has been popular and what we can build upon,” said Bazner. “A good example of that is our Cheese Curds, our most popular premium side. They’re really unique to the brand, but we wanted to put a twist on them, so we introduced&nbsp; Sriracha Cheese Curds a few years ago. It opened it up to a new group of consumers, not just age-wise but also preference-wise.”The brand is also always looking for ways to build upon its signature drink — its frosty mug of Root Beer. Once again made fresh in A&amp;W locations, the frothy classic keeps guests coming back, time and time again. “We have such an affinity for our Root Beer, and it’s so strongly identified with our brand,” said Bazner. “Any time we can build upon that — that’s always something we’ve got our eye on.”&nbsp;&nbsp;<h4>How A&amp;W Shows That It Offers More Than Just Root Beer</h4>“Did you know there’s a restaurant that sells Root Beer?”According to Bazner, that is the common question asked by younger generations who are discovering the A&amp;W brand. It’s no surprise that A&amp;W is most often associated with its signature crafty beverage. With more than 102 years in the business, it’s become a perfected and beloved American drink.But A&amp;W wants its guests to know that it has much more to offer than delicious Root Beer. “Prior to 2012, A&amp;W as a brand had not been focused on appealing to new guests. We’re very ingrained with the baby-boomer generation, and for a long time, the brand leaned on that as its core consumer,” said Bazner. “But the truth is, you have to evolve from that.”Now, the brand is focused on looking at new ways that people are discovering brands. “Fast forward to 2021, and 100% of our national media is now digital,” said Bazner. “We found success on social platforms, and we found the most success by encouraging user-generated content, where people share their own A&amp;W experiences.”“We want to be around for the next 200 years, so we had to evolve,” she added.The total investment to franchise with A&amp;W Restaurants ranges from $276,000 to $1,397,000, including a $15,000 to $30,000 franchise fee. For more information on franchising with A&amp;W, please visit <a href="https://franchising.awrestaurants.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-aw-is-appealing-to-gen-x-millennials-and-gen-z-2716253" target="_blank" rel="nofollow">https://franchising.awrestaurants.com/</a>.

How A&W Is Appealing to Gen X, Millennials and Gen Z

1851 Franchise

In an industry evolving at breakneck speed, the iconic franchise brand is using the power of nostalgia to connect with consumers of every age.

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

how-aw-is-appealing-to-gen-x-millennials-and-gen-z

Children's Lighthouse

Children's Lighthouse - How Children's Lighthouse Stands Out - Early Education Franchise - 1851

How Children's Lighthouse Is Pioneering Top Notch Curriculum in the Early Education Segment

how-childrens-lighthouse-is-pioneering-top-notch-curriculum-in-the-early-education-segment

How This Children’s Lighthouse Leadership Team Member Applies Her Background in Franchising To Help Franchisees Succeed

how-this-childrens-lighthouse-leadership-team-member-applies-her-background-in-franchising-to-help-franchisees-succeed

Biscuit Belly Franchising

How Biscuit Belly's "Damn Good" Biscuits Are Proving Breakfast Is Big Business 

how-biscuit-bellys-damn-good-biscuits-are-proving-breakfast-is-big-business

Paris Baguette

Paris Baguette's Culinary Creativity Drives Guest Affinity and Franchisee Success

paris-baguettes-culinary-creativity-drives-guest-affinity-and-franchisee-success

Seniors Helping Seniors®

Seniors Helping Seniors® In-Home Care Services Expands in Napa Valley, California

seniors-helping-seniors-in-home-care-services-expands-in-napa-valley-california

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

Login

facebook

instagram

twitter

linkedin

youtube

Fast Company: KFC Introduces Spin Off Restaurant, Saucy

fast-company-kfc-introduces-spin-off-restaurant-saucy

Subway Seals the Deal: PepsiCo Beverages Coming to U.S. Locations in 2025

subway-seals-the-deal-pepsico-beverages-coming-to-us-locations-in-2025

Malaysian Franchise Association (MFA) - AFC and FIM 2025 - 1851 Franchise News

Malaysia Focuses on Franchise Growth Through AFC and FIM 2025

malaysia-focuses-on-franchise-growth-through-afc-and-fim-2025

Hilton and Grubhub Expand Mobile Delivery Services to Over 2,600 Hotels

hilton-and-grubhub-expand-mobile-delivery-services-to-over-2600-hotels

Taco Bell Joins the Beverage Boom With New Live Más Café Concept

taco-bell-joins-the-beverage-boom-with-new-live-mas-cafe-concept

100% Chiropractic's Mission to Transform Health Care Through Education and Wellness

100-chiropractics-mission-to-transform-health-care-through-education-and-wellness

How Bella Ballerina Is Redefining Dance Studio Franchising With a Community-Focused and Scalable Business Model

how-bella-ballerina-is-redefining-dance-studio-franchising-with-a-community-focused-and-scalable-business-model

Tiam Behdarvandan’s Let’s Get Moving Offers a Franchise Opportunity Rooted in Growth and Support

tiam-behdarvandans-lets-get-moving-offers-a-franchise-opportunity-rooted-in-growth-and-support

How UrSwim Is Transforming the Swim School Industry Through Franchising

how-urswim-is-transforming-the-swim-school-industry-through-franchising

How To Set up Digital Marketing for Your Franchise Brand

how-to-set-up-digital-marketing-for-your-franchise-brand

Air Force Veteran and Family Find Perfect Fit with TruBlue Franchise in Fort Collins, Colorado

air-force-veteran-and-family-find-perfect-fit-with-trublue-franchise-in-fort-collins-colorado

What Are the Best Burger Franchises To Invest In?

What Are the Best Burger Franchises For Entrepreneurs Invest In?

what-are-the-best-burger-franchises-to-invest-in

How A&W Is Appealing to Gen X, Millennials and Gen Z

MORE STORIES LIKE THIS