How A&W Is Appealing to Gen X, Millennials and Gen Z

Nostalgia is the latest trend. And A&W, the 102-year-old legendary restaurant, knows how to resonate with guests both young and old. A recent study revealed that consumers craved familiarity during the COVID-19 pandemic, with more than half of consumers exploring old films, songs and comfort food from their youth. But the draw towards nostalgic brands is also a generational appeal, with Gen X, Millennials and Gen Z also turning to brands with a more vintage aesthetic — something A&W has mastered.

“A&W offers a shared experience of different moments in time,” said Liz Bazner, senior director of marketing for the brand. “And younger generations are discovering that about our brand. We offer an authentic experience and a piece of American history.”

How can you identify a special moment in time, that unique event from the past that Gen Z, Millennials and Gen X crave? Nostalgia marketing allows consumers to relive memories and beloved icons and items from the past in a modern way, forging a connection between the past and present.

Nostalgia marketing strategy

And according to Bazner, that approach has served A&W well for years. “We wanted one filter to run every decision through. That filter is hip nostalgia,” she said. “It’s given us a lot of unity and consistency. Now, we’re evolving the hip nostalgia filter to make sure we stay current and focused on second-century growth style.”

Bazner believes younger generations are drawn to the A&W brand because being an A&W consumer almost feels like an exclusive experience. “They know what to expect — high-quality food and a good experience,” she said. “We get a lot of questions from guests about old A&W uniforms, old signage, etc. We’re hitting a cycle where people are interested in older designs.”

While nostalgia-centric tactics clearly have the ability to establish an emotional hook with an audience, they don’t come without risk. But A&W has managed to strike while the iron is hot, maintaining a balance between traditional and dynamic thinking.

“We have restaurants that have actual historical photos of that location at a certain time or other A&Ws in the past, and younger generations are really gravitating towards it,” said Bazner. “So we often choose to look back at our brand’s history and look at the designs. A lot of times we’re looking back to 1940 and thinking, ‘We should do that again!’”

Menu and brand evolution

To remain appealing to those younger generations, A&W is also revamping some of its menu items. “We’re looking back and seeing what has been popular and what we can build upon,” said Bazner. “A good example of that is our Cheese Curds, our most popular premium side. They’re really unique to the brand, but we wanted to put a twist on them, so we introduced Sriracha Cheese Curds a few years ago. It opened it up to a new group of consumers, not just age-wise but also preference-wise.”

The brand is also always looking for ways to build upon its signature drink — its frosty mug of Root Beer. Once again made fresh in A&W locations, the frothy classic keeps guests coming back, time and time again. “We have such an affinity for our Root Beer, and it’s so strongly identified with our brand,” said Bazner. “Any time we can build upon that — that’s always something we’ve got our eye on.”

According to Bazner, that is the common question asked by younger generations who are discovering the A&W brand. It’s no surprise that A&W is most often associated with its signature crafty beverage. With more than 102 years in the business, it’s become a perfected and beloved American drink.

But A&W wants its guests to know that it has much more to offer than delicious Root Beer. “Prior to 2012, A&W as a brand had not been focused on appealing to new guests. We’re very ingrained with the baby-boomer generation, and for a long time, the brand leaned on that as its core consumer,” said Bazner. “But the truth is, you have to evolve from that.”

Now, the brand is focused on looking at new ways that people are discovering brands. “Fast forward to 2021, and 100% of our national media is now digital,” said Bazner. “We found success on social platforms, and we found the most success by encouraging user-generated content, where people share their own A&W experiences.”

“We want to be around for the next 200 years, so we had to evolve,” she added.