A&W Restaurants: Building Customer Loyalty through Data-Driven Insights and Personalization

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A&W Restaurants was founded in 1919 as a root beer stand in Lodi, California, to welcome the troops home after World War I. As America’s oldest franchise restaurant chain, today, there are nearly 450 locations across the U.S. and another 450 in Asia spanning four markets.
The chain is 100% franchisee-owned. The brand ensures franchisees have a voice in company decisions that will affect their businesses, and franchisees are represented by the National A&W Franchisee Association (NAWFA). A&W works collaboratively with franchisees on everything that happens in their restaurants—particularly on brand and marketing initiatives. The brand engages franchisees to ensure that anything new that’s launched—whether it’s products or advertising and marketing programs—is there to support profitable same-store growth as well as new restaurants being established.

Betsy Schmandt, President and COO of A&W Restaurants, oversees all revenue at A&W Restaurants, driving aspects of the business, operations, training, marketing, innovation, and franchise development, as well as technology and legal. It’s a broad scope, but Schmandt affirms it’s wonderful to be a part of a great American brand with 105 years of experience.

Mark Johnson, CEO of Loyalty360, spoke with Schmandt about A&W’s new enterprise reporting and analytics solution, connecting with customers on an emotional level, and next generation customer loyalty.
Watch the full interview here: https://www.youtube.com/watch?v=7lQLjA5FJP8
Read the feature on Loyalty360: https://loyalty360.org/content-gallery/in-depth-exclusives/a-w-restaurants-building-customer-loyalty-through-data-driven-insights-and-personalization

Chapters

1. A&W Restaurants: Building Customer Loyalty through Data-Driven Insights and Personalization (00:00:00)

2. Driving Brand Loyalty Through Personalization (00:00:05)

3. Customer Loyalty Programs (00:13:49)