A&W to open up to 12 outlets in 2019, aims to be 'more aggressive' in advertising

Fast food chain A&W Malaysia aims to open 10 to 12 outlets in 2019, with five of the outlets offering drive-thru services. According to acting CEO Mohd Hasmadi Zainal, the new branches will be located in major cities such as Kuala Lumpur, Ipoh, Johor Bahru and Penang, the New Straits Times reported.A&W's spokesperson told A+M in a statement that this move is to make the brand more accessible in locations where it has yet to be seen or engaged consumers. "More efforts will be invested on establishing the brand and making it relevant in each of the satellite location," the spokesperson added.While Mohd Hasmadi Zainal said RM1.2 million will be allocated to each new branch, A&W's spokesperson clarified that the amount is only for store development and a separate budget will be set aside for marketing. A&W declined to disclose the monetary value of the marketing budget.A&W plans to be "more aggressive" in its advertising and promotion, especially in above the line activities and social media to promote the brand and engage consumers."We will also be engaging in local store marketing to make the brand more relevant in each of the local communities," A&W's spokesperson added.