As per a recent report by Technavio, a global technology research company, the global fastfood market is pegged to grow by $87.27 billion between 2020 and 2025, with the APAC region contributing 45 percent of the market growth. Subsequently, the growing population of 600 million people has endowed Asian countries with abundant growth opportunities, which are also driven by technological breakthroughs, rising globalization, increasing disposable income, and sophisticated eco-responsible consumption. But on the other hand, the development has also exerted pressure on food brands to deliver good-quality food, with COVID foregrounding the demand further.
Kevin Bazner, the Chairman & CEO of A&W Restaurants, a premier American fast-food chain, perceives it as well, and hence, is proactively working towards the same objective by catering to this consumer demand through A&W Restaurants and its franchisees, spread all over the world. Within the cluttered industry, where multiple brands get bogged down in maintaining quality standards in tandem with offering other benefits of quick-service restaurants to consumers, this long-time industry pioneer has been instrumental in providing premium-quality food and superior hospitality - the core principles that have remained at the heart of the brand since 1919 to this day.
A&W was established by a hotelier and entrepreneur, Roy W. Allen, as a small root beer stand in California and slowly rose to prominence on the foundations laid by partners Roy Allen and Frank Wright, who are also the namesakes of the company. In 1925, the company set a new benchmark by becoming the first franchised restaurant chain in America, and in 1956, the brand went international by expanding its footprint to Canada. The brand continued to grow and, as of May 2023, A&W Restaurants has close to 1,000 stores worldwide, including eight in Singapore. The most notable part of all is that A&W and its network of franchises are still celebrated for offering their signature Root Beer and Root Beer Floats, served with the same consistency of taste and freshness. A&W Root Beer, which is prepared fresh in each restaurant using a proprietary blend of real cane sugar, water, herbs, bark, spices, and berries, and is caffeine-free and served in a frosty glass mug, even today. “Our signature Root Beer remains a favourite for long-time fans of the brand and also helps us attract new generations of A&W lovers.
Who doesn’t love a Root Beer Float served in a frosty mug?”, proudly claims Kevin. In fact, the food service organization also holds a world record for creating the world’s largest Root Beer Float in 1999.
Forging Innovation & Relationships
The efficiency of A&W is also driven by a strong supplychain system and a tenured leadership team, who bring in a flair for innovation and significant industry expertise to manage the different departments of supply management, business development, and operations. “Be it the brick-and-mortar experience or taking it online, our team never stops experimenting with new solutions that will not only be delightfully American but also profoundly exciting to our local consumers”, says Kevin. Right from analyzing consumers, competitors, and markets to helping with store designs to opening a store, the team trains and guides the new owners until they grow independently. With a strict no-sub-franchising policy, the company is able to provide unwavering operational, training and marketing support, whilst maintaining consistency in brand standards.
Staying true to its slogan ‘Good Food, Good Times’, A&W strives to create and reinforce engaging connections with its customers and partners, while also forging happy memories and All-American family experiences. Revealing the secret to their success, Kevin adds, “We serve our customers with the utmost sincerity and openmindedness. Additionally, our leadership and support teams are close to our franchise markets, and being in the same time zone allows us to have a fast response time”. A&W continues to maintain relevance in the market by adopting digital solutions such as self-ordering kiosks and online ordering options to create greater convenience for their guests and reduce manpower in tight labour markets.
Fueling the legacy, A&W is currently working towards refining its delightful burgers & extending its culinary portfolio to offer more chicken & dessert products
En Route to the Second Century of Excellence
Fueling the legacy, A&W is currently working towards refining its delightful burgers and extending its culinary portfolio to offer more chicken and dessert products. Eyeing different consumer loyalty strategies in different markets, the company is constantly looking forward to expanding its technological innovations on both the front and back ends of the restaurants. “We were the first fast food franchise in Singapore. So, besides the iconic brand awareness, A&W has the ability to leverage its heritage as we move the brand forward in the region. Our quality food, service, and environment are our longterm value propositions that we will continue to build upon”, concludes Kevin.
Kevin Bazner, Chairman & CEO , A&W Restaurants
Kevin Bazner is a near 50-year veteran of the restaurant industry and has been with A&W Restaurants, Inc. for 27 years. In 1988, Kevin took over the International division of A&W, based out of Kuala Lumpur, Malaysia, and served as the Managing Director of A&W International until 2000, before he became the President and COO. Kevin continued in this position until Yum! Brand’s purchase of the brand in 2003, and he stayed active in the franchising industry as a consultant, investor and, ultimately as the President & COO of Smoothie King Corp. Kevin was re-appointed as President and CEO of A&W in 2011 during the brand’s purchase from Yum! Brands by a partnership of international and domestic A&W franchise partners. With the retirement of longtime Chairman, Dale Mulder in 2023, Kevin was appointed as the Chairman & CEO and is committed to the long-term development of the iconic 104-year-old brand.
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