Smart Choices: Why We Love A&W Canada

On our road trips to Eastern Ontario, a stop at the A&W at the foot of Hwy 15 and the 401 is non-negotiable. Jump out. Give the dogs a quick walk. Grab a Mama Burger, Teen Burger, and if there’s time to eat in, a frosted glass mug of root beer. Yum!

There’s something special about A&W that sets it apart from competitors.

A&W has made a series of deliberate, purpose-driven choices:  100% Canadian owned, award-winning Franchisee-Franchisor relations, focus on Millennial franchisees, clean, high-quality menu items, sustainable packaging, selective local offers, contemporized burgers with nostalgic clout.

This adds up to strong performance: A&W Canada’s system sales growth has outpaced the Canadian QSR market (estimated 5-year CAGR of +4 to +6).

We’ve been in many boardrooms helping leadership teams make tough strategic choices. And while we weren’t in A&W’s, we can make an educated guess about the strategic choices that would have sparked intense discussion before alignment: 

’30 by 28’ Franchisee Profitability Push

A&W has publicly committed to improving franchisee profitability by an average of 30% between 2023 and 2028. That’s bold and bold creates friction. Handled well, that friction leads to rich discussion and debate. What does that target mean for pricing, labour, menu, and capital?

As a leadership team, what are we willing to change and what must we protect to hit that target AND stay true to our brand ambition and values?

Burger Family vs. Menu Modernization

A&W Burger Family is core to the brand’s identity and emotional equity. But here lies the tension: it’s a fine line between ‘comfortingly familiar’ and ‘stubbornly outdated.’

We imagine rousing conversation about menu modernization: should we do it? How and how fast? What items are sacrosanct and what ones are ripe for reinvention?

Where the Gold is

The gold doesn’t come from avoiding tension, it comes from leaning into it. From surfacing every option, thinking through the implications, and aligning on the path that best supports the brand’s ambition.

These are tough, high-stakes conversations that shape the future of the company. They require full leadership engagement and a disciplined decision-making approach.

Experienced third-party facilitators change the game.

We help teams push past politeness, get to the real issues faster, and make decisions that actually move the business.

A&W Canada shows what’s possible when leaders make the right hard choices. If your leadership team is facing some tough choices too, let’s talk. Together, we can create the conditions for smart decisions your leaders are confident in and ready to act on.