The future of the downtown burger joint includes self-order kiosks, stainless steel cutlery, and keeping the food preparation process out of sight, based on new A&W eateries being rolled out across Canada.When the first Canadian drive-in location of the chain opened on Portage Avenue in Winnipeg in 1956, little thought was given to reducing the environmental impact of its deep fryers, let alone offering healthier food on the menu. But these details appear to be a priority now.
The "urban concept" A&Ws are positioned as a more fashionable version of the fast-food restaurant, not unlike what future Canadian arrival Target has become to discount department stores.
Designed by Cincinnati-based firm FRCH, the first three locations opened on the company's home turf of Vancouver last year, along with one in Calgary. Another opened last month in downtown Toronto, with more to follow in cities including Montreal.
Menus at the newfangled locations include a Spicy Chipotle Chicken sandwich, in apparent response to the growing popularity of the Chipotle Mexican Grill chain, which is primed for expansion across Canada.
But nostalgia has remained a big part of the marketing of A&W, too. The company sponsors "Cruisin' the Dub" events, aimed at aging boomers with fond memories of sipping root beer floats in their convertibles, back in the day when few gave much thought to tossing grease-stained burger wrappers to the curb.
A&W attempts to make fast-food restaurants feel more fashionable
