A&W Canada urban prototype designed for younger crowd
Eighty percent of the Canadian population lives in an urban area. So when A&W Canada embarked upon a "renewal process" in 2008, a main objective was to expand its footprint in metropolitan markets.
A&W Canada, which was originally part of the American-based chain until 1972, turned in sales of $794 million last year, No. 2 in the country behind McDonald's. The exploration of new markets was a big change for the 730-unit chain, which mostly exists in rural areas and has a faithful, older consumer base.
The challenge was in not compromising the 55-year-old iconic brand while at the same time wooing a younger, mobile and technologically savvy crowd.
Rob Fussey, director of concept development at A&W Canada, said the company was starting from scratch, both with its design and in finding a new consumer base.
