A&W® Restaurants New $3 Big Taste Meals Bring Back Big Taste to Bland Value Menus

Big Taste Nation Campaign Launches Sweepstakes Seeking Presidential Cabinet

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Oct 25, 2010, 08:02 ET

LOUISVILLE, Ky., Oct. 25 /PRNewswire/ -- In a world of bland, boring and ordinary Quick Service Restaurant value menus, A&W® Restaurants, the home of All American Food including 100 percent US Beef Steakburgers and Draft Root Beer, aims to put the Big Taste back in value menus with the introduction of its all-new $3 Big Taste Meals. Available at participating locations nationwide, the new value menu is A&W® Restaurants first branded, permanent value meal and includes four classic choices: BBQ Bacon Crunch Burger, Cheddar Onion Crunch Burger, Coney Cheese Dog or Deluxe Cheeseburger, each served with golden crispy French Fries.

"A&W® Restaurants has a long history of serving delicious All American Food, and now for the first time, we're combining our signature tastes with unbeatable value meals at just $3," said Barry Westrum, Chief Marketing Officer, A&W® Restaurants. "With $3 Big Taste Meals, we want consumers to know that a good deal can also have great taste, and they don't have to settle for unfilling, bland burgers any longer. And only A&W® Restaurants can pair our $3 Big Taste Meals with the classic taste of our Original Root Beer Float."

To support the introduction of the new $3 Big Taste Meals, A&W® Restaurants is launching a 360 degree marketing effort spanning broadcast, digital, social media, public relations and in-store materials. Complete with a flag, currency and declaration, the campaign centers on the "Big Taste Nation" which encourages value-seekers to join the movement where a good meal deal can have fantastic taste. The declaration states:

"We the people of your neighborhood A&W restaurant promise to give you exactly what you're hungry for: a Great Value & BIG Taste! Introducing our $3 Big Taste Meals. It's a taste revolution with a price that really satisfies. It's our promise to you. Join us at BigTasteNation.com."

Broadcast elements include a 15-second television spot and radio spots. In its restaurants, A&W customers will experience complete in-store integration such as promotional t-shirts for crewmembers, branded point-of-purchase materials and to-go bags. A customer "passport" loyalty program rewards a free Big Taste Meal with the purchase of each of the four menu items.

As part of A&W Restaurants strategy to reach core consumers online, Big Taste Nation will be featured in a microsite and promoted via social media channels including a geo-targeted campaign on Facebook, a first for the brand. Consumers can enroll as a new candidate at www.bigtastenation.com and rally support and votes from their friends online to become a cabinet member of the Big Taste Nation. The person with the most votes by November 20 will be declared President of Big Taste Nation and will receive a four-day trip worth up to $4,000 to the nation's capital of their choice (Los Angeles, Chicago, New York, Las Vegas or Miami) complete with airfare, accommodations and meals. The Vice President will receive a $1,500 gift card while the Secretary of Taste and Ambassador of Hunger will be rewarded with free $3 Big Taste Meals for a year. See official rules for complete details.

The Big Taste Menu features four tasty options, all made-to-order:

The BBQ Bacon Crunch Burger includes unique combination of crunchy fried onions, freshly-prepared Hickory Smoked Bacon and BBQ sauce surrounding a 100 percent US Beef Steak Burger patty. It's served on a lightly toasted bun and with lettuce and a slice of American cheese.

The Cheddar Onion Crunch Burger features a perfectly seasoned 100 percent US Beef Steak Burger patty severed on a lightly toasted bun and topped with crunchy fried onions and cheddar sauce that's full of cheesy flavor.

The Deluxe Cheese Burger is all about classic taste that never goes out of style. It is served with a 100 percent US Beef Steak Burger patty on a lightly toasted bun with lettuce, tomato, onions, pickles and a slice of American Cheese.

For hot dog lovers, the Coney Cheese Dog includes a 100 percent All Beef Hot Dog smothered with A&W's signature Coney sauce, cheddar cheese sauce and topped with diced onions.

The A&W brand was founded in 1919 and is famous for serving a signature frosty mug root beer float, hotdogs and All-American pure-beef hamburgers. There are approximately 640 A&W American Food outlets in 9 countries and territories around the world, and more than 500 additional points of distribution at Yum! Brands' multi-brand restaurants. A&W Restaurants, Inc., is a subsidiary of Yum! Brands, Inc. (NYSE: YUM), Louisville, Ky. Visit www.awrestaurants.com or www.facebook.com/awrestaurants for additional information.

SOURCE A&W Restaurants