The brand recently hired Go Communications in a bid to rejuvenate the brand.
A&W Malaysia has confirmed that it is planning to increase the number of its restaurants in the country to 60 by the end of 2019 and 100 by the end of 2020.
The information came along with their announcement of hiring communications agency Go Communications to publicise its expansion plans in the country while "rejuvenating the brand to a modern generation of consumers."
“These are exciting times indeed for the fast food industry, and we believe the time and market conditions are ripe to revive the A&W image in Malaysia to modern consumers, many of whose parents and even grandparents grew up with the brand. And we could not think of a better partner in this endeavour than Go Communications, who have a strong track record of sound industry knowledge, coupled with an out-of-the-box approach to communications and storytelling,” A&W Malaysia CEO George Ang said in an announcement.
The brand, which is celebrating its anniversary worldwide this year, was the first fast food restaurant to be opened in Malaysia. The brand hopes to leverage on its rich heritage and legacy in the country for a resurgence.
“A&W is certainly a unique and inspiring brand, especially in Malaysia, having created a distinct identity while building affinity with Malaysians of all ages. Just ask about any Malaysian, young or old, and they’ll have their own unique A&W story to tell. That’s how personal the brand is to Malaysians. Leveraging on this exceptional brand identity, we are indeed thrilled to be working with A&W while restoring the brand to its former and much deserved glory,” Go Communications CEO Peter de Kretser said.
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