A&W Brand Bible

Sacramento THE

STORY

FROM NEAR OBSCURITY TO CELEBRATED REJUVENATION

Chapters ENTREE

MAINS

FOREWORD

5

BREATHING NEW LIFE

12 - 15

THAT DAY IN 1919.

7

A GREAT AMERICAN BRAND

16 - 19

THE ICON. A&W

8

THE REJUVENATION

20 - 41

THE "YUM" YEARS

9

SURGING AHEAD

42 - 55

SWEET TREATS STRATEGIES

58 - 59

COLLATERALS

60 - 69

EXPERIENCES

70 - 79

1601 Del Paso Blvd, Sacramento, California

ENTREE Foreword | That Day in 1919 | The Icon, A&W | The "Yum" Years

Foreword Throughout our long history, A&W has had our fair share of ups and downs, almost driven to the point of near obscurity.

However today, we are more committed than ever to grow the brand, forging new relationships and strengthening existing ones as we move ahead and continue to deliver great quality all-American food and dining experience.

5 |Â ENTREE

ENTREE

"We all have memories, mostly fond memories at A&W, be it hanging out after a football game, or having a first date" DALE MULDER CHAIRMAN, A&W

6 |Â ENTREE

That Day in 1919.

June 20th, 1919. On that historic day Roy W. Allen opened his first road-side root beer stand using the root beer recipe which he perfected, which would later go on to become the iconic A&W beverage that is adored by people the world over today.

It wasn’t until 1923 that together with partner Frank Wright, the first A&W drive-in restaurant opened in Sacramento, California, providing the every man like you and I with great tasting, mouthwatering All-American comfort food.

7 | ENTREE

ENTREE

The Icon, A&W We are so much more than a place for a frosty mug of Root Beer and a great meal of burgers and waffles. It's a place for social gatherings, even a place where one would meet a potential life partner.

We are the ALL-AMERICAN franchise, a brand that reaches back across generations, creating lasting fond memories which has become a synonymous and timeless tradition, and we achieve that by embodying the spirit of friendliness as the center of what we do.

8 |Â ENTREE

Without a doubt, we are bound to have made

The "YUM" Years

some bad decisions at some point in our lives. That's just human nature. Ours came during our time under the management of YUM Brands.

With all the co-locating, sub-par dispenser rootbeer and franchisee disarray, we were driven to the point of near obscurity and irrelevance.

Leaving this dark chapter behind, there could not be a better time for us to set a new course of direction to secure a more sustainable future.

The catalyst for a re-think.

9 | ENTREE

MAINS Breathing New Life

A Great American Brand

The Rejuvenation

Surging Ahead

"How do we maintain the existing consumer base, whilst at the same time appealing to a younger, more modern & hip crowd?

That's the challenge."

KEVIN BAZNER CEO, A&W

11 | Mains

Breathing New Life Are we still relevant?

"People come up to us if they see us outside saying they want us to succeed, and to build the chain back..

That inspires us to move forward."

Sarah Blasi Marketing Director, A&W

13 | Breathing New Life

MAINS

What You Said "There is something about an A&W burger and a root beer that makes it taste better than other fast food places."

"On a hot day,

"Better than

there are few things

Mcd's next

better than a frosty mug

door. No lines

of root beer

there"

or a root beer float.."

"Best root beer in the world.

Period."

THE COMMENTS ABOVE ARE NOT FAKED IN ANY WAY. WE DON'T DO FAKE.

14 | Breathing New Life

The World's Rooting For Us (pun intended!)

15 |Â Breathing New Life

A Great American Brand

"Restaurant trends may come and go, but comfort foods are forever."

TRAVEL & LEISURE MAGAZINE

18 | A Great American Brand

Embodying the American Spirit We are patriotic by nature,

Curb service, where a fast food

and has been supporting

restaurant employee delivers food

war veterans throughout

from the restaurant to waiting

the course of our history.

customers outside in their cars,

In fact, the Root Beer was

started as a novelty at an A&W Root

served at a homecoming

Beer shop in the 1920s but was so

ceremony during World

popular the practice spread

War 1.

nationwide in short order. By the 1940s, the friendly carhop person delivering the food to the cars had gone mobile, too, wearing roller skates to speed service.

19 |Â A Great American Brand

The Rejuvenation

"It's important that we don't get distracted by the latest trend or craze, instead staying true to the core and essence of the brand" Kevin Bazner CEO, A&W

21Â | The Rejuvenation

MAINS

Sometimes it takes a good fall to really know where we stand

Digging Deep You can definitely bet on the fact that we're not going to waste this opportunity to re-establish ourselves as a pioneer in this industry.

WE HELP YOU GET WHAT YOUÂ NEED IN LIFE.

MAINS

Sentiments word on the street

"On the one hand, don’t massively change, but rather a refresh, rejuvenate.

Since A&W is reintroducing itself, it has the opportunity to re-establish as the all-American (the Mecca of fast food) brand.

People are expecting a vision of their childhood memories. If it doesn’t look like what they remember, they won’t give a f***.

I would in face market its heritage. Tap on its history and celebrate it. Remember how A&W outlets would have jukeboxes? Modernisation is such a trap though."

MUHAMMAD AFFIQ, 24 INTERNAIONAL RELATIONS GRADUATE

24 | The Rejuvenation

"I remember patronizing long ago. My favorites were the root beer and the coney dog. Another thing I remembered was their great service.

I prefer their initial look. It made them the class when compared to current fast food outlets. You don’t see this often anymore.

Currently most fast food outlets are so generic, It’s not captivating at all.

A&W was the first fast-food here and therefore should reinforce that fact more."

Delly Osman, 52 Administrative Executive

25 | The Rejuvenation

The Young Generation Roping in a new segment

26Â | The Rejuvenation

Shaping The Future with our past and heritage

27Â |Â The Rejuvenation

MAINS

INDULGING American comfort food.

Need we say more?

Burgers, waffles, fried chicken, hot dogs, these are the simple pleasures in life that lifts our spirits up.

O

Go on. It's ok to indulge.

M 28Â | The Rejuvenation

ALL AMERICAN The A&W experience will be one that provides our customers a glimpse or window into American diner and comfort food culture, harking you to good ol' Americana.

VINTAGE We have 98 years of history. We were the first fast food operations in America, and indeed some parts of the world too.

All our cherished memories and milestones will be more prominently featured in our new communication campaign.

D CHARISMATIC

O

We don't want to be just another fast-food joint or establishment that you patronize because you have to.

Nope. We want to be part of your life, a place where you connect and belong to emotionally.

29Â | The Rejuvenation

MAINS

B I G I D E A

30 | The Rejuvenation

Encapsulating Heritage for The New Age This rebranding exercise will attempt to capture the attention of the "Millennials"Â as well as serving as a reminder to the Boomers" by reinforcing A&W's illustrious heritage & American=ness through a captivating way of showcasing its relevance and impact in popular culture.

31Â | The Rejuvenation

MAINS

Fun Facts veteran friendly

1963

39

the year we invented the Bacon Cheeseburger

weeks shelf live

1

6/8

hour brewing process

National Root Beer Float Day

32Â | The Rejuvenation

sassafras is the original ingredient.

the root beer was nicknamed "Brown Cow"

"Rooty" the great root bear became the mascot in 1974.

16 a glass of root beer only costs 5 cents. a nickel!

roots and herbs make up the root beer

33Â | The Rejuvenation

MAINS

The Promise of Belonging encompassing everyone

Innocent

34 | The Rejuvenation

The Regular Guy

Del Paso Manifesto We are a brand that one can identify and connect with emotionally, a place where you can be proud of the fact that you belong to the A&W family, We embody what is good about America. We are unashamedly patriotic. We encompass inclusivity. A place where generations young and old can get together and create memories that will last a lifetime.

Everything is based on truth, as a mark and nod to our heritage and authenticity.

35 | The Rejuvenation

Across generations

36Â | The Rejuvenation

37Â | The Rejuvenation

Forging new relationships

38 | The Rejuvenation

39 | The Rejuvenation

Reaffirming existing ones

40 | The Rejuvenation

41 | The Rejuvenation

42 | Surging AheadÂ

Surging Ahead 43 | Surging Ahead

MAINS

Long time coming...

Part of the rebranding exercise involves a re-entry and expansion into several markets we exited, like Southeast Asia, in particular Singapore for instance. It's been far too long. 15 years to be exact, since we left.

It seems opportune then that we are coming back stronger than ever, rejuvenated and more than ready to send you down memory lane.

See the above picture? Who could forget the A&W Riverboat at Sentosa?.

44 | Surging AheadÂ

45 | Surging Ahead

MAINS

DIS CUS SIONS

It is imperative that we engage and understand in-depth the opinions and suggestions of the intended target audience in order to outline the target persona and chart the best course of action moving forward.

46 | Surging Ahead

Target Personas

"The Reminisce" Living at a time without internet or social media in the 70s, a dining experience at A&W provided her curious kids a glimpse or a slice of Americana.

"The Curious Cat" Having not experienced A&W locally before, he's excited at the prospect of tasting the evergreen Root Beer and also getting a slice of Americana at the same time!

47 | Surging Ahead

MAINS

Potential Personas

48 | Surging Ahead

Delly Osman, 52 admin executive

I remember going to A&W as a student and was attracted to the family concept of the outlet as well as their outstanding service.

But mostly, I was really attracted to its overall nostalgic American feeling, with their drive-thru and all. That's their genuinity. That is something that youngsters nowadays don't get to experience, and I think that aspect should be made more prominent.

retro, but relevant I want to be brought back to the good old days. You know, I don't really get excited by any fast food these days.

All their advertisements look the same, it just doesn't tug your heartstrings.

"What you see, hear, touch and of course taste should just scream nostalgia" I genuinely believe that it is their Americanness and heritage that will set them apart from their competition and I do hope they succeed.

Even for their new outlets, I want to feel like I am actually in a diner!

49Â |Â Surging Ahead

MAINS

Zulaikha, 26 preschool educator

It's sure been a long time coming and I am genuinely excited for their return.

And who can forget that Root Beer bear?

However, I do think that A&W could use a refresh. The current logo, while it has its sentimental value, it just looks dull, plain jane, it's not vibrant.

normality is out of the equation.

They should proudly showcase their American heritage and nostalgia, they were the pioneers in this industry. As a youngster, I will be really interested to

"I want to see originality. I know A&W has a lot of it, and they should put it across"

hang out at a place that's different. If I wanted something normal, I'll just go to

Portray those in their new advertising. Ads

McDonald's or KFC or whatever. Those

from other fast foods are just so boring, I don't

are just generic, and boring too. There's

even stop to look at them. I just want to feel

just no emotional connection at all.

like I'm at somewhere special with my experiences with A&W. And bring back the riverboat HAHA.

50 | Surging AheadÂ

Gregory Isaac, 25 psychology science undergraduate The thing about brands making a comeback is that it has to do so with a lasting impression. I believe that A&W has the history and heritage to really differentiate themselves from their competition. We as consumers have become too habitual with the idea of regular fast food, so much so that we don't even pay much attention to it right now, so it's time for something different.

update, not out-of-date.

With regards to the logo, especially for a brand coming back, you have to

"We've become too habitual with the idea of regular fast food, so it's time for something different"

have like a trademark, for A&W in this

Nostalgia sells. Definitely. I want to be

instance is the oval shape.Â

transported to an era or a time where everything is carefree. So it's an eclectic mix

However, there should be like a

of the young and old.

Version 2.0, adjustments and tweaks being made to the logo without ruining its original appeal.

51 |Â Surging Ahead

MAINS

From out-of-date

A

Oval shape still serves as a point of identification for A&W.

C 52Â | Surging AheadÂ

B

typeface can be subtly tweaked and modernised.

current colours described as dull by target audience

to up-to-date

A

Oval shape has been retained, albeit tweaked to give it more dynamism and a less cluttered feel, without making the main typeface "trapped".

C

B

A more vibrant shade of orange and brown gives the new logo a modern vintage look.

a bolder italicised typeface was chosen for the main logo to symbolise strength and prominence, whilst a more sophisticated one was used for the tagline which gives a modern vibe.

53Â |Â Surging Ahead

MAINS

Typeface / Colour palette for new logo The older shade of orange which was described as dull has been spruced up to this version which has more vibrancy.

R: 239 G: 93 B: 34

A darker shade of brown was also utilised to complement and give a contrast to the vibrant orange.

R: 106 G: 61 B: 24

Kelvinized New typeface for main logo is wider and bolder. It shows strength but still retains a vintage vibe.

54 | Surging Ahead

Lemon/Milk This typeface was chosen for the tagline for its minimalism and clarity. It is crisp, modern and clearly legible.

Alternate Version

Black & White version for use against dark or pale coloured backdrops.

Typeface / Colour palette for brand book

League Spartan

Lato Heavy

Raleway

used for Chapter Headings

used for Section Headings / page titles

used for body text

#fcc269

#000000

55 | Surging Ahead

Sweet Treats Strategies

56 | Sweet Treats

Collaterals

Experience

57 | Sweet Treats

SWEET TREATS

BRAND

STRATEGY

sight

smell

taste

hear

Sensory-driven

touch

EMOTIONAL BRANDING Sensory-driven emotional branding emphasises the emotional interaction within the consumption process.

58 | Strategies

COMMUNICATION

STRATEGY R

O

T

A

T E

Visual-Verbal

SYNERGY This happens when the main image and headline work together to communicate the message. In such a composition, all other graphic elements are subordinate to the synergistic relationship between the main image and the headline.

59Â |Â Strategies

Collaterals 60 |Â Collaterals

61 |Â Collaterals

SWEET TREATS

02 01

Word play with regards to Singapore's National Day also being in August

Cheeky play on the concept of happy hour without getting drunk.

62 | Collaterals

Showcasing A&W's patriotism and continued support for war veterans

03

04 event poster playing on the lovability of Rooty despite the connection of the orange colour between Rooty and halloween.

MODERN

05

SERIES

event poster promoting an American swing music event taking place at the flagship dinerette.

63 | Collaterals

SWEET TREATS

02 01

Since 1919 heritage advert featuring the root beer throughout A&W's history

03 64 | Collaterals

Since 1919 heritage advert featuring the root beer throughout A&W's history

Black & white ad with nostalgic quote and monotone logo.

04 Nostalgic ad featuring the long history of the Root Beer.

HERITAGE

05

SERIES

Nostalgic ad featuring the collaboration between A&W and music artistes

65 | Collaterals

SWEET TREATS

1

modern series advertising on electronic screen 66 | Collaterals

2

The writer can also give facts and detailed information following answers to general questions like who, what, when, where, why and how.

heritage series advertising on electronic screen 67Â |Â Collaterals

SWEET TREATS

3

unconventional advertising at park connector.

68 | Collaterals

4

The writer can also give facts and detailed information following answers to general questions like who, what, when, where, why and how.

heritage advertising on platform screen doors 69 | Collaterals

Experiences

SWEET TREATS

1 4

3 2

Dinerette

2

1

High californian palm trees for a boulevard feel.

4

3

Carpark with electric car charging stations.

72 | Experiences

Outdoor al-fresco patio style dining area,

Ample bicycle racks.

3 1

4

2

2

1

Feature wallpaper at ordering area.

4

American diner style furniture with soft cushion comfort.

3

Modern ads add a touch of humour.

Heritage posters evoke nostalgia.

73Â |Â Experiences

SWEET TREATS

Dinerette Uniform Mock-up

Vintage style uniforms in the signature A&W orange evoke nostalgia and adds to the American diner vibe of the flagship Dinerette. Even though it may appear retro on the outside, it's thoroughly modern as it'll be manufactured out of a breathable cotton blend to ensure comfort for the wearer.

74 | Experiences

Collaboration

In the US, A&W outlets are a popular venue for hot rod gatherings. This can be replicated here through a collaboration between the flagship Dinerette and car enthusiast groups like OfficialSecs. The Dinerette can serve as a safe, fun and landmark venue for gatherings organised by them.

75Â |Â Experiences

SWEET TREATS

Touch Points

Digital Nostalgia Rock'n'Roll, Motown, Easy Listening, Country. Strike the right chord at the Dinerette with this decidedly retro but thoroughly modern jukebox. With an intuitive touch screen interface, this little baby offers the best of American music, from The Beach Boys to Elvis Presley.

76 | Experiences

Burgers

77Â |Â Experiences

SWEET TREATS

New website design

Landing page

Gallery

78 | Experiences

Feedback page

for better clarity

Menu features

Menu features

Menu features

79Â |Â Experiences

80 | Experiences

SPECIAL THANKS: MENTORS Keith Tan Terence Yeung Will Kolen

FOCUS GROUP PARTICIPANTS Delly Osman Gregory Issac Muhammad Afiq Zulaikha Zainiddin

IMAGES A&W Media Centre Pinterest Flickr MrFoodJournal

PRINTING True Colours Print

CHIEF EDITOR Zulkarnain Zainiddin

and to all who participated in one way or another in making this book possible.