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A&W Restaurants Campaigns to Return Ampersand to Alphabet

January 29, 2019

LEXINGTON, Ky.--(BUSINESS WIRE)--Jan 29, 2019--A&W Restaurants is only asking for one thing as it turns 100 this year: return the ampersand to the alphabet. The chain, with nearly 1,000 locations worldwide, is inviting people to sign a change.org petition asking major dictionaries, social media decision makers and whomever will listen to restore the ampersand to the alphabet, resulting in more practical digital usage.

“The Internet has not been kind to this centuries-old symbol of unity,” said Sarah Mueller, vice president of Marketing, who noted the ampersand dates to 45 A.D. and once was the 27 th letter of the alphabet. “Have you ever tried to use one in a hash tag? Or a URL? It doesn’t work, which has become problematic for many brands.”

A&W identified thousands of other companies and organizations that likely experience ampersand dysfunction and would benefit from change.

“We’re doing this for everyone that loves the ampersand and all of the companies like ours that proudly display it in their names and logos,” Mueller said. “Its exclusion has made all of our lives a little harder. ‘AandW.com’ is clunky and ugly. The Twitter handle ‘@aandwrestaurants’ looks ridiculous. ‘#A&W’ is read by computers as just one lonely #A. Sometimes using an ‘&’ just makes a lot more sense.”

To protest, A&W recently unveiled a new logo without the ampersand. Fans were quick to call out the change on social media, reacting with both intrigue and confusion.

“It’s time to restore the ampersand to the alphabet and practical use, and the change.org petition is our way of signaling this to the powers that be,” Mueller added. “Our website home page will remain ampersand-free until we reach our goal of 10,000 petition signatures, until some dictionary somewhere hears our plea or until National Root Beer Float Day, August 6.”

The brand is promoting the campaign on social media using #BringBackThe&, which, obviously doesn’t work (yet).

America’s first and oldest restaurant chain, A&W still makes Root Beer fresh in each restaurant from real cane sugar, water and a proprietary blend of herbs, bark, spices and berries that are served in a frosty mug alongside burgers, fries, chicken tenders and other All American Food ® favorites. There are nearly 1,000 locations worldwide.

View source version on businesswire.com:https://www.businesswire.com/news/home/20190129005308/en/

CONTACT: Ritter Communications, Janet Ritter

JRitter@bradritter.com

(740) 815 - 1790

KEYWORD: UNITED STATES NORTH AMERICA KENTUCKY

INDUSTRY KEYWORD: TECHNOLOGY INTERNET RESTAURANT/BAR SOCIAL MEDIA RETAIL COMMUNICATIONS MARKETING FOOD/BEVERAGE PUBLISHING OTHER COMMUNICATIONS

SOURCE: A&W Restaurants

Copyright Business Wire 2019.

PUB: 01/29/2019 10:00 AM/DISC: 01/29/2019 10:01 AM

http://www.businesswire.com/news/home/20190129005308/en

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