A&W (Canada)
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| A&W | |
|---|---|
| Type | Private |
| Founded | 1956 in Winnipeg, Manitoba, Canada |
| Headquarters | North Vancouver, BC, Canada |
| Key people | Paul F.B. Hollands, President and CEO |
| Industry | Fast food |
| Products | Hamburgers, french fries, onion rings, fried chicken, root beer |
| Revenue | $559 million CAD (2005) |
| Employees | 20,000 (2005) |
| Website | www.aw.ca |
A&W is a Canadian fast food restaurant chain. It was originally part of the American A&W chain, but was sold to and operated separately by Unilever. It no longer has any connection to the American A&W. The chain is now owned and operated by A&W Food Services of Canada Inc., based in North Vancouver, British Columbia.
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[edit] History
The first Canadian A&W restaurant opened in Winnipeg, Manitoba in 1956.[1] The Canadian restaurants were part of the American chain until 1972 when they were sold to Unilever.
In 1975, facing amazing competition from the growing Canadian operations of McDonald's, the company launched what was to have been a temporary 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 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. King also did the ads for the "Book Warehouse" chain of discount book stores.[citation needed]
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 healthier options. The last Drive-in style restaurant closed in 1999, in Langley, British Columbia.
In 1995, there was a management buyout of A&W Food Services of Canada Inc.
In the late 1990s, marketing and products began to take on a more retro approach. Former menu items, such as the Burger Family, were re-introduced, and marketing became more targeted toward the baby boomer generation. At the same time, the current restaurant design was introduced. The exterior features bright orange and yellow colours, 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.
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. There are currently 654 A&W restaurants in Canada. Television advertisements are filmed at the Mission, British Columbia location. In June 2006, A&W celebrated 50 years in Canada.
[edit] Menu evolution
The original drive-in menu in Canada consisted of hotdogs, hamburgers, potato chips, and A&W Root Beer. Fish and chips and Chubby Chicken were added later. The Burger Family, which includes the Papa, Mama, and Baby Burgers, was introduced in 1959. The Teen Burger was added in 1961. The menu has undergone many changes over the years such as the removal of Fish and Chips and Chubby Chicken, plus the discontinuation of the Burger Family (except the Teen Burger) towards the general hamburger terms. In 1999, after a test-pilot reintroduction of the Papa Burger, the rest of the Burger Family (Mama, Baby, Grandpa) returned to the menu. Chubby Chicken returned as pieces, strips, and burgers in 2001. In late 2005, A&W introduced menu items such as the Garden Greens Tossed Salad, Swiss Veggie Deluxe and Chicken Grill Deluxe, some A&Ws offer the option of substituting fries in a combo for the salad at no extra charge. Most Canadian A&Ws also offer poutine as a side dish.
[edit] Management
Paul F.B. Hollands President and Chief Executive Officer
Paul Hollands joined A&W Food Services in 1980, became Executive Vice President and Chief Operating Officer in 1995, President in 2002, and Chief Executive Officer in 2005. He holds a Bachelor of Commerce degree from the University of British Columbia, and is past Chairman of the Canadian Restaurant and Foodservices Association. He is a recipient of the first class of Canada's national Top 40 Under 40 leadership award. Paul also sits on the Advisory Board, Sauder School of Business - the University of B.C., and is Chairman of the Canadian Association of Income Funds.
J. Graham Cooke Vice President of Development
Graham Cooke joined A&W in 1981, became Director of Purchasing & Distribution in 1986, Vice President, Franchising in 1991, Vice President, Operations in 1997 and Vice President, Development in 2002. He holds a Masters of Business Administration degree from Queen's University. Graham is also a director of the Canadian Franchise Association and currently serves as a Chairperson on its Pacific Region Advisory council.
Donald T. Leslie Chief Financial Officer
Don Leslie joined A&W in 2003 as Vice President, Finance and was appointed Chief Financial Officer in February 2005. He is a graduate of the University of British Columbia and he also holds a Chartered Accountant designation. Prior to joining A&W Don had extensive senior management experience with several public and privately owned companies. In addition to his finance responsibility, Don has overall responsibility for Investor Relations for the A&W Revenue Royalties Income Fund.
Susan Senecal Vice President Operations
Susan Senecal joined A&W in 1992 as an Area Manager. She became Regional Director of Operations in 1996, General Manager for the Quebec in 1997 and was appointed Vice President of Operations in December 2002. She is a graduate of McGill University. She is currently an executive member of the Canadian Restaurant and Foodservices Association.
Janice Beer Vice President People Potential
Janice Beer joined A&W in 2001 as Director of People Potential and was appointed Vice President, People Potential in April 2004. In this capacity she is responsible for all human resource functions. Prior to joining A&W Janice held various positions with a major downstream oil company in the areas of human resources, public affairs and finance. Janice holds a Bachelor of Commerce degree and a Master of Education in Adult Education.
