A recent study gives A&W high marks for social media engagement compared to other fast food franchises
If you want a lot of business, you need a lot of buzz.
Luckily, generating buzz happens to be one of the things we do well. A&W’s social media game is strong, and when you combine that with our restaurants’ hip nostalgia, you have a referral network that can drive serious brand engagement.
As QSR Magazine reported recently, “The same technology spreading this word-of-mouth culture also enables brands and marketers to leverage consumer insights to improve, course correct, and discover competitive differentiators that weren’t so clear before. And all without pencils and comment cards.”
How A&W stacks up against other fast food franchises
According to the analytics platform Netbase, A&W ranked No. 1 in net sentiment for the quick service category at 84%, with a passion intensity score of 87%, landing us at No. 2. This means that not only do fans love us, they really REALLY love us. Combining the two scores, we came in at No. 3 with an 81% brand passion index, just behind Taco Bell, in a ranking of 100 quick-service and fast-casual restaurants. The research company also gave us high marks for social strategy, saying we are labeled by many consumers as their “favorite corporate Twitter account” thanks to strategic use of hashtags for special events including #FreeMugFriday, #RootBeerFloatDay and #AWcademyAwards.
“Social allows restaurants to tap into consumer trends and discover what needs to be changed, and what current brand qualities should be emphasized,” QSR magazine writes. “It’s unbridled opportunity to drive not just engagement, but authentic interactions.”
A&W may have an edge over other fast food franchises, since we were first. We’re celebrating our 100th anniversary this year along with a brand resurgence which has been growing since a core group of franchisees bought the franchise in 2011.
We stay modern with sophisticated targeting and digital engagement while embracing our roots in those areas that have meaning to our fan base. Our customers come not just for the all-American comfort food we offer, but also for the nostalgia. Guests fondly remember the days of the drive-in and want their own kids and grandkids to have a similar experience, like enjoying the cold, delicious Root Beer we make in stores daily.
Learn more about the franchise opportunity
We have 600+ franchises locations nationwide and are continuing to grow strategically. Please explore our website and request our free Franchise Information Report to learn more. We look forward to hearing from you!