Industry News | June 1, 2000

KFC, A&W to Co-Brand 300 Restaurants

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KFC Corporation (Louisville) and A&W Restaurants, Inc. (Farmington Hills) announced May 24 that the companies plan to test 300 co-branded KFC/A&W units over the next five years. KFC will implement the test throughout the country in both corporately owned KFC restaurants and in those owned and operated by its franchisees.

The co-brand concept will place the two famous brand names side by side under one roof. "Co-branding is a trend that is evolving daily in the quick service restaurant business," explained A&W President Kevin Bazner. "We believe this is a good fit for KFC, since our All American Menu of hamburgers, hot dogs, our signature A&W Draft Root Beer and A&W Root Beer Floats will compliment the KFC menu."

"We think that this program could facilitate growth for both brands," said Chuck Rawley, KFC President and COO. "In the past, co-branding has provided benefits that translate into a win across the board—customers win, franchisees win and companies win."