A&W Restaurants is serving up a prototype for its locations that it says reflects the chain's origins as a group of roadside root beer stands.
The Lexington, Kentucky-based company on Tuesday unveiled the restaurant prototype that it's launching, describing it as a "modern heritage design." It will serve as the foundation for future A&W restaurant development across the United States, "supporting the brand's expansion into both new and existing markets," according to A&W.
"Inspired by A&W's classic diner restaurants and its original roadside root beer stands, the modern heritage concept blends timeless Americana with contemporary architecture, enhanced guest comfort and a flexible footprint that can be adapted for a variety of market sizes," the chain said in a statement.
The new eateries will range from 2,200 to 2,800 square feet in size with seating for 40 to 70 diners. The prototype incorporates A&W's signature orange and brown colors and outdoor seating.
Restaurant operators have to strike a balance when updating the design of their locations, especially those that customers have been accustomed to for decades. Chains want their restaurants to be fresh-looking to be competitive, but drastic changes can spur backlash from customers.
That's what happened with Cracker Barrel Old Country Store when it revamped its logo and some of its eateries, making their interiors sleeker. After a public outcry, Cracker Barrel rolled back the changes.
Some restaurant operators are embracing their past rather than moving away from it. Pizza Hut franchisee Daland Corp. has been restoring retro features such as Tiffany-style lamps, red booths and checkered tablecloths at dozens of locations in an effort to capitalize on customer nostalgia.
Founded over 100 years ago, A&W is considered one of the oldest fast-food chains in America. It has over 850 locations in 35 states and Asia, of which over 600 are single-brand A&Ws and 230 are co-branded with KFC or Long John Silver's. Based on a 1919 recipe, A&W's signature root beer is made fresh in each restaurant with real cane sugar, water and a proprietary blend of herbs, bark, spices and berries. The root beer is served in ice-cold mugs.
A&W is doubling down on the "handcrafted quality, genuine hospitality and meaningful connections with the communities we serve" that set it apart, according to Betsy Schmandt, the chain's CEO and president.
A&W bills itself as the first quick-service restaurant to handcraft beverages on-site. The chain said it is building on its legacy with expanded beverage innovation around its signature root beer. The goal is to create "an experience that resonates with guests of every generation," according to A&W.