The story
The first Canadian A&W restaurant opened in Winnipeg, Manitoba, in 1956. It spread across Canada with over 200 locations in the next ten years. The Canadian restaurants were part of the American chain until 1972 when they were sold to Unilever.
In 1975, facing competition from the growing Canadian operations of McDonald's, the company launched an advertising campaign starring an orange-clad mascot, The Great Root Bear. The bear and the tuba jingle that accompanied him became a long-running campaign (the tune, entitled "Ba-Dum, Ba-Dum", was released as a single by Attic Records, credited to "Major Ursus", a play on Ursa Major or "great bear"). The famous Canadian composer and B.C. Hall of Fame winner Robert Buckley helped compose the song. The mascot was so successful that he was eventually adopted as the mascot by the American A&W chain as well. The famous tuba jingle was played by famed Vancouver jazz, classical and session trombonist Sharman King.
In the early 1980s, the drive-in style of restaurant was phased out. It was replaced with a modern, pastel-coloured fast food outlet which included marginally healthier options. While the chain continued to open some standalone restaurants, A&W also aggressively pursued shopping mall locations, and as a result A&Ws are still commonly found in Canadian malls of various sizes.
Management buyout and retro theming (1995–2001)
In 1995, the chain was bought from Unilever by senior management. During 1997 and 1998, Drew Carey served as a spokesperson for the chain, appearing in TV ads alongside the Great Root Bear; he was dismissed (with legal action ensuing) after a November 1998 episode of The Drew Carey Show featured Carey eating at a McDonald's location in China.
By the end of the 1990s, marketing and products began to take on a more retro approach. Former menu items, such as the Burger Family, were reintroduced, and marketing became more targeted toward the baby boomer generation. The Great Root Bear and (in English Canada) the "ba-dum ba-dum" theme were also retired from most advertising (the tuba theme is still used in French-language ads). A new restaurant design was introduced, featuring a bright orange and yellow exterior, reminiscent of the 1950s, while the interior is decorated with memorabilia associated with the same period. Existing restaurants were renovated to match the new style. Meanwhile, with malls in decline, A&W began to focus on opening new standalone restaurants, particularly in smaller markets where McDonald's was often the only major hamburger chain. The last drive-in style restaurant closed in 2000, in Langley, British Columbia.
Stock market listing and "Good Food" focus (2002–present)
On February 15, 2002, the A&W Revenue Royalties Income Fund was listed on the Toronto Stock Exchange. The initial public offering was 8.34 million units at $10 each. The fund owns the A&W trademarks in Canada and licenses them to A&W Food Services of Canada Inc. Revenue is generated by charging a three percent royalty on gross sales of each restaurant. Television advertisements are filmed at locations in the Fraser Valley. In June 2006, A&W celebrated 50 years in Canada. Some Quebec A&W locations were co-branded with Dunkin' Donuts until Dunkin' Donuts closed most locations in Quebec.
Two new restaurant concepts were introduced in the fall of 2009. The new standalone restaurant design is ultra modern but with some architectural markings reminiscent of the design in the earlier buildings erect from A&W back in time. There is also a new separate format for urban (i.e., downtown) locations, where some of the baby-boomer aspects are scaled back in favour of a more modern look. On November 21, 2013, the chain opened its 800th location in downtown Montreal. The company's advertising also shifted to a focus on animal welfare, such as chicken and beef raised without antibiotics.
In February 2018, Susan Senecal became the company's chief executive officer.
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In June 2018, A&W announced that they were replacing plastic straws in their locations with paper ones, becoming the first fast food chain in North America to make the switch.
In 2019, senior executives from A&W, presenting at a conference organized by LabourWatch, were recorded sharing the anti-union measures that the franchisor allegedly takes when made aware of potential unionization activity at any franchisee or corporate-owned locations. Nancy Wuttunee, the Vice President, People Potential and Mike Atkinson, then-Regional Vice President, Eastern Canada, divulged that A&W's Home Office keeps a "'watch list' of franchises that are 'high risk for unionizing'" and that, when alerted of potential unionization efforts, Wuttunee described that the company has a “fire drill” reaction, which is "a rapid-response 'crisis management process' for responding to things that 'worry us.'" News of the presentation was released by PressProgress (a left-wing news site launched by the Broadbent Institute, a social democratic think tank in Canada). Some local politicians in Toronto, where the conference took place, criticized the company and its executives' remarks, including Toronto City Councillor Gord Perks who tweeted "Hey [A&W Canada], I'm never buying from you again, and I will tell as many people as I can to avoid you too. Canadians have a constitutional right to bargain collectively. Leave Canada." A&W continues to grow its number of locations within the province of Ontario and Atkinson is now the dedicated Vice President, Ontario.
On July 22, 2024, the company announced via press release that A&W Food Services of Canada and the A&W Revenue Royalties Income Fund "have agreed to a strategic combination," which will lead to a new publicly traded QSR franchisor entitled A&W Food Services NewCo. The transaction was expected to close in October 2024, pending approval of the TSX and regulatory approval under the Competition Act (Canada).
From Wikipedia’s article on A&W (Canada), shared under CC BY-SA 4.0.5