Paper: The Strengths and Weaknesses of the A&W Restaurant Franchise

The only problem with opening an A&W franchise is its lack of market share and public awareness. Unlike MacDonalds or Burger King, A&W has not received the same attention as their competitors because A&W mostly opens chains in the West and Midwest such as in Minnesota and mostly Wisconsin. A&W Restaurants unfortunately has a weakness - the sparse menu. It's sparse menu, and quite frankly unhealthy choices would make this franchise a sure candidate for being truly unhealthy with the American Heart Association. In our time when calories and fat grams mean more to the consumer's decision, it is unfortunate that A&W restaurants do not carry healthier choices besides just a grilled chicken sandwich. A&W Restaurants should a least market its menu to the more health conscious. Basically, 80% of all fast food restaurants in this country, most offer light salads or a lighter menu for the individual who the convenience of fast food, but do not want the heavy consequences and guilt after eating a bacon cheese burger, large chill fries, and an A&W Root Beer float. Therefore, 4 out of 5 fast food franchises feel that there is a need to add a lighter side the offered menu. Amenu should appeal to everyone. People are motived to food that appeals to them and are turned away to motives that become routine. Nevertheless, A&W Restaurants have the potential to be a familiar name in the major cities such as New York City, Chicago, San Francisco, and Los Angeles where it has not caught on due to more expensive land and fiercer and saturated competition. Presently, A&W Restaurants have stuck to the rural and suburban geographic distribution. Their largest market is located in Michigan with approximately 40 restaurants in the Detroit area. In addition, A&W makes it relatively easy for people to enter the franchise business, because the cost of opening an A&W range from $50,000 to $600,000 . Making it easier in some cases to break even. Fatburger North America, Inc....