A&W: Better beef. Better eggs. Better chicken

This case study describes how the fast food restaurant chain A&W repositioned its menu with a focus on better ingredients to attract younger Canadian consumers.

A&W: Better beef. Better eggs. Better chicken

RethinkA&W

Situation analysis

Overall assessment

If you're going to make a change it might as well be a big one.

In 2012 A&W faced multiple challenges that required the iconic restaurant to significantly re-evaluate the most fundamental aspects of its business. Any one of these challenges would have prompted strategic reconsideration, but together they created the conditions for a change that has generated incredible results.

Since A&W opened its first restaurant in Winnipeg in 1956, offerings like the Mama Burger and Papa Burger, along with Root Beer in a frosty mug, have...

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