Company Analysis: A&W Canada

Company Background

History
A&W is a fast food restaurant that is world famous not only for its food product, but mainly for its original beverage; the A&W root beer.
In 1919, a man by the name of Roy Allen decided to set up a drink stand at a parade, which was honoring World War I veterans returning home to Lodi, California. He offered a new product called root beer. The creamy beverage was a great success; so much that he took on a business partner by the name of Frank Wright. In 1922 Allen and Wright with initials combined, created a brand for the beverage calling it the A&W Root Beer. ("History of A&W Root Beer," 2014 Paragraph 2).
The first permanent root beer stand was located …show more content…

In addition, by the end of 2013 A&W was able to celebrate its opening of the 800th restaurant location in Canada, and over 350 restaurants reflected the company’s new “urban concept” design. (Paul F. B. Hollands, 2013, Page 4, Paragraph 5, 6, 8).

SEGMENTATION CHART

The following chart outlines two customer segments for A&W restaurants:

| The Health Conscious Fast Food Consumer | The Time Consumed Consumer | Demographic | * Age 25+ * Educated * Single, Married, Parent, Student * Male or Female | * Age 18-50 * Employed, Student * Single, Married * Parent, * Male or Female | Geographic | * Canada * Urban areas * Rural areas | * Canada * Urban areas | Psychographic | * Aware of health risks * Concerned about steroid use in animals * Concerned about Hormone use in animals | * Independent * Busy * Little time for self * Caretaker of others * Dual income household | Behavioural | * Research food sources * Seeking healthier fast food consumption * Examine nutritional Information * Active Lifestyle | * Long/Early work commute * Long/Early school commute * Rushing * On the go * No time to prepare meals * Seeking quick and easy meals |

The primary segment for A&W is the time consumed consumer. This particular segment is important because: * The purpose