A&W Ma
Executive Summary A&W Restaurant has a large range of target market. This is because they are serving fast food that can be consume by all people such as children, families, teenagers, adults and late adults. As we all know A&W use to be famous and likeable by all people. But now days A&W are no longer the first choice of people eats fast food. In order to regain their name and rebrand it, we have decided to improve their four P’s which are product, price, place and promotion. Four C’s also will be discussed from the customer’s perspective and point of view, which are customer solution, customer cost, convenience and communication. While Direct Marketing will be used to solve their problems and at the same time to improve and promote their product using new ways of promotion.
Introduction
A&W Restaurants, Inc. is a chain of fast-food restaurants, distinguished by its draft Root Beer and Root Beer float. A&W serving a typical fast food menu of hamburgers, french fries and hot dogs. The food served is 100% Halal and is very popular with the young generation, with Root Beer being the driving force of the large number of sales. The founder of A&W is Roy Allen and Frank Wright, the company name was taken from their last name. (Dinesh, 2008) A&W began in 1919 in Lodi, California, when Roy Allen took on partnership with Frank Wright to help him with the Root Beer business he had started in1919. Allen purchased the formula for his Root Beer from a pharmacist in Arizona. To this day, the unique blend of herbs, spices, barks and berries remains a proprietary secret. Most of the outlets are drive-in restaurants with carhops.
A&W starting franchises in 1921 in California, arguably the first successful food franchising operation, the licensing franchises not only in the United States but around the world. They had 2000 stores in 1960, in 1963 A&W’s first store in Asia Pacific opened at Kuala Lumpur’s Batu Road (now known as Jalan
Introduction
A&W Restaurants, Inc. is a chain of fast-food restaurants, distinguished by its draft Root Beer and Root Beer float. A&W serving a typical fast food menu of hamburgers, french fries and hot dogs. The food served is 100% Halal and is very popular with the young generation, with Root Beer being the driving force of the large number of sales. The founder of A&W is Roy Allen and Frank Wright, the company name was taken from their last name. (Dinesh, 2008) A&W began in 1919 in Lodi, California, when Roy Allen took on partnership with Frank Wright to help him with the Root Beer business he had started in1919. Allen purchased the formula for his Root Beer from a pharmacist in Arizona. To this day, the unique blend of herbs, spices, barks and berries remains a proprietary secret. Most of the outlets are drive-in restaurants with carhops.
A&W starting franchises in 1921 in California, arguably the first successful food franchising operation, the licensing franchises not only in the United States but around the world. They had 2000 stores in 1960, in 1963 A&W’s first store in Asia Pacific opened at Kuala Lumpur’s Batu Road (now known as Jalan
References: * A&W. (2011). Retrieved from http://www.Root Beer.com.my/menu/classic combos/9/grilled chicken burger.php * Dinesh. (2008). A&W design and history. Retrieved from http://www.dinesh.com/history_of_logos/restaurant_logos/a&w_logos_-design_and_history.html * Food Review. (2008). My hubby said to blog that A&W Gurney Plaza new wing sucks * SIDHU B.K. (2004).Analysis: Yet another new chapter begins for 41-year-old A&W. * Tanada P. (2010). PART 3: CORPORATE SUCCESSES & FAILURES.