Some brands become famous everywhere. Others cross a border and discover that their fortunes can change dramatically. A&W is a perfect example. The chain that once dominated the American drive-in scene has become a much bigger success story north of the border, where Teen Burgers, frosty mugs of root beer and an orange bear have become part of the fast-food landscape.
For readers in MTL, the name is familiar, but the businesses behind it have taken very different roads. The turning point came in 1972, when the Canadian operation separated from its American counterpart. That gave the two businesses room to develop independently. The American chain struggled as traditional drive-ins lost ground to newer fast-food formats, while the Canadian operation gradually built a more modern restaurant experience without abandoning its familiar roots. Then there was the branding. The Burger Family made the menu easy to remember, while the Great Root Bear, introduced in 1975, gave the Canadian chain a character all its own. As explored in this look at A&W's unusual history, the difference was not simply about burgers. It was about creating an identity customers could recognize and enjoy.Today, the two operations remain separate businesses, and their fortunes reflect different approaches to an old name. Canada's A&W has continued to modernize its restaurants and promote its food choices, including introducing the Beyond Burger nationwide in 2018. The American business has survived, but its footprint is much smaller than during its glory days. There is a lesson here for any brand hoping to stay relevant: nostalgia can open the door, but it cannot do all the work. A familiar name might bring customers back once, yet a business needs to give them a reason to return. Canada found its own recipe for A&W, and it turned a piece of fast-food history into a distinctly Canadian favourite. #mtlfood