Lexington-based chain A&W Restaurants is preparing to open the fourth version of its new concept A&W Burgers-Chicken-Floats next month along East Main Street.
The storied, 96-year-old restaurant chain is seeking to relaunch its brand in a fight for the “better burger” segment, which has seen notable growth in recent years with many regional and national chains emerging with their own twists on the idea.
In December 2011, a group of franchisees purchased the chain from YUM! Brands and relocated the headquarters to Lexington. CEO Kevin Bazner , his management team and the A&W franchise community, decided to look to the future.
For A&W, the plan is embrace the future with nods to the past, or “hip nostalgia,” as the company would have it.
“We look forward to the opening of our fourth location downtown on Main Street because of the excellent, high-traffic location, favorable conversion costs and the ability to transform the exterior of the building to match the considerable work that has been done to the ‘hip nostalgia’ interior design aesthetic,” Bazner said.
The A&W team enlisted Cornett IMS of Lexington help refine its stores and image with a focus on the “better burger,” a hugely competitive arena where players like Five Guys and others offer burgers with more care and craft -- and at a higher price -- than typical fast-food. In addition to food, A&W’s new concept relies heavily on service and image.
On food, A&W is trying to offer a high-quality experience. The burgers, chicken tenders and hot dogs are all made fresh, to order. The signature A&W root beer is made fresh on location every day. Services touches include glass mugs for drinks and table bus service. The image and logo reboot focus on “hip nostalgia,” an effort to play to the good feelings the longtime franchise has in the public’s memory.
“Our promising comp store sales over the last three-and-a-half years have given us time to experiment with a new concept A&W in the Lexington market, where we’ve historically had limited brand awareness and therefore a fresh start, so to speak, for a new vision of the brand,” said Sara Blasi, director of marketing.
The newest restaurant, at 652 E. Main Street, is the fourth version of the chain’s new concept. The other locations are in Fayette Mall, the Hamburg area and on Town Center Drive near Leestown Road.