Industry News | May 17, 2001
YGR Brings Co-Branding Message To IFA Show
Visitors to the 10th annual International Franchise Association (IFA) Show at the Washington Convention Center, May 18-20 will hear a message that two brands may be better than one for a potential quick service restaurant franchisee with Yorkshire Global Restaurants, parent company for A&W Restaurants and Long John Silver's Restaurants.
A&W Restaurants and Long John Silver's are both experiencing unprecedented success and growth in restaurant concepts featuring both brands, plus partnerships with other QSR brand names such as KFC, Arby's and Taco Bell.
"Co-branding is a new frontier for the QSR industry, and we have discovered, that to be successful you need two restaurant concepts that are compatible to each other, and A&W and Long John Silver's menus fit that prerequisite,'' explained Bryon Stephens, Yorkshire vice president of franchising. "Plus, we have two of the premier brand names in the business.''
According to Stephens, Yorkshire has co-branded 42 A&W and Long John Silver's to date and the results have been extremely positive.
"We found that our A&W All American menu of hamburgers, hot dogs, french fries, chicken sandwiches, our signature A&W Draft Root Beer and Root Beer floats, complements the Long John's menu of batter dipped fish, chicken and seafood, french fries, and a variety of side dishes,'' Stephens said. ``The co-brand allows our franchisees to expand their appeal and customer demographics within the community they serve.''
Besides partnering with Long John's, A&W announced last year a plan to co- brand some 300 KFC restaurants and that effort also is moving along with 55 units opened to date and 160 more planned over the next 14 months.
"Co-branding is not for everybody,'' Stephens cautioned. "You need menus that are compatible and company cultures that will fit. But the upside is increased sales, decreased labor costs and lower real estate development costs.''
A contingent of Yorkshire representatives will be participating in the Washington D.C. IFA Show at Booth No. 907. There will also be representatives of Yorkshire Global International to discuss franchising opportunities overseas.
Headquartered in Lexington, KY, A&W and Long John Silver's is owned by parent company Yorkshire Global Restaurants, Inc. and there are more than 2,300 YGR restaurants in the United States and around the world.
Food & Beverage
Thank you for signing up to receive QSR's flagship e-newsletter, A.M. Jolt. To help us better serve the information needs of our audience, please complete the information below.
In addition to A.M. Jolt, we also offer the following e-newsletters and communications. Please mark those you would like to receive.
- Business Services
- Cleaning & Sanitation
- Computer Systems/Software
- Dispensing Equipment
- Disposables, Packaging, Plastics
- Equipment Installation/Repair
- Financial Products/Services
- Food Products
- Franchise Opportunities
- Kitchen Equipment
- Safety Services/Products
- Security Systems