Modern Flexibility Rooted in Hometown Hospitality

Flexible restaurant footprints are a key part of A&W Restaurant’s expansion strategy because they bring the brand to more guests in more places. 

“Our prototype can adapt to the needs of each market, from small-footprint non-traditional locations such as airports, college campuses and military bases to both small and large traditional streetside restaurants,” explained Meredeth Jones, VP, Franchise Development & Design at A&W Restaurants. “Rather than taking a one-size-fits-all approach, we can right-size the restaurant to the opportunity—helping franchisees enter new markets, build brand awareness and grow A&W in locations that may not have been possible with a traditional prototype.”

The new look is inspired by the root-beer led brand’s classic diner restaurants and original roadside stands. The footprint ranges from 2,200 to 2,800 square feet with seating for 40 to 70 guests.

While the brand will continue to focus on strengthening its presence in core markets across Indiana, Illinois, Iowa, Michigan, Minnesota, Ohio and Wisconsin, Jones said they are strategically expanding into new markets with the right franchise partners.

“Our goal is thoughtful, sustainable growth that builds strong market presence rather than simply adding units,” she said. “A lot has changed in the QSR world and with guests since our last remodel in 2019, so we saw an opportunity to create a fresh, modern design that honors our heritage.”

Hometown Hospitality is the brand’s connection between how they treat team members referred to as Awesome Ambassadors and how they want guests to feel when they visit. This encompasses everything from onboarding team members to what guests can always count on- “AWesome” food, consistent brand experience, and genuine hospitality, Jones said. 

“Our Hometown Hospitality approach is about meeting guests where they are and delivering convenience in the way that matters most to them, without losing the human connection that has always been part of the A&W experience. We don’t believe convenience and hospitality have to be mutually exclusive. Guests expect convenience, but they also value how a brand makes them feel. At A&W, we believe we can deliver both—making it easy for guests to get what they want while still creating a warm, genuine and personal experience.”

A&W is turning to technology for help in meeting guests wherever and however they want to interact with the brand, while still maintaining personal connection, Jones said, adding that the new prototype is designed to support multiple ways to order and engage from kiosks, front-counter and tableside ordering to drive-thru, third-party delivery and catering. 

“The goal isn’t technology for technology’s sake; it’s about giving guests more choice, convenience and flexibility while allowing our team to focus on delivering the friendly, genuine hospitality that sets A&W apart.”

One aspect of the redesign is an expanded beverage innovation program. This summer, A&W introduced Strawberry Lemonade Spritz and Cream Freeze, and they are leaning into the growing dirty soda and flavored beverage trend with Caramel Dirty Root Beer and Caramel Root Beer Cream Freeze.

“As the first QSR in U.S. history to handcraft beverages in-store, we continue to build on this unique point of differentiation by expanding our beverage offerings,” she said. “This continued innovation allows us to put a fresh spin on our iconic root beer while giving guests new and exciting ways to enjoy the A&W experience.” 

A&W knows its heritage is one of the brand’s greatest assets, so they are being very intentional about preserving the elements guests know and love while creating a more modern, inviting experience, Jones said. 

“We’re not trying to reinvent A&W—we’re trying to evolve it. Most importantly, we’re staying true to our core All-American Food menu and continuing to make our handcrafted root beer a hero of the experience—from serving it in our iconic frosty mugs to bringing back the excitement of the ‘First Pour’ experience. It’s about honoring where we came from while creating an A&W that feels relevant for today’s guest.”