A&W Company Analysis
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…
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