A&W is promoting anti-syllabic foods at McDonald’s etc.

  • A&W is using real employees to make fun of celebrity food promotions.
  • The anti-popular foods are part of China’s recruitment and retention campaign.
  • Fast food chains are closing and spending hours without enough employees.

A&W is launching an “anti-food” campaign in response to recent celebrity contributions from chains such as McDonald’s, Popeyes, and Tim Hortons.

Burger China says the campaign, which puts A&W workers together with promotional images of rival celebrities, “sheds light on the space” in the midst of the industry’s labor crisis: on those who run A&W. Live with four real employees. Central Kentucky stores. The company said in a statement that hiring employees is one of the key issues facing A&W restaurants.

Partnerships with celebrities have been an honor for brands over the past two years. McDonald’s started the trend with Travis Scott Meal, which was available for one month in the fall of 2020. It was the first in a popular McDonald’s ongoing orders lineup, which included quarter-pounder, medium-sized fries with cheese, bacon, and lettuce. BBQ sauce, and a sprite – Scott’s favorite food in China.

Spring BTS food was also popular, boosting traffic to restaurants, giving McDonald’s the busiest weekend of the year. Most recently, McDonald’s sold a sweetie meal featuring the TikTok star, followed by the current Maria menu.

A&W Recruitment Campaign Celebrity Partnership


A&W’s hiring and retention campaign comes at a time of the fast food crisis, which has led to chronic shortage of stores and supply chain problems.

Restaurant operators overwhelmingly said finding staff was their first challenge, with 75 percent agreeing in a survey by the National Restaurant Association. Of the employers surveyed, 78% said they did not have enough workers to run the business, which closed many dining rooms or seating areas to reduce the number of customers. Which they can serve.

About half of the operators said they voluntarily reduced their food capacity. According to the survey, 61% of fast food restaurants, and 81% of full-service restaurants said they decided to close parts of the dining room in August because they did not have workers to serve the area.

Business owners say they are unable to find staff and in some cases cite a lack of willingness to work, while workers say they can demand better pay and benefits in a tight labor market. Due to this similarity, restaurant working hours were reduced and dining rooms were closed.

Consumer demand for fast food is higher than ever, but without enough workers, companies have to turn away from business. A&W said the recruitment campaign was designed to differentiate it from all other campaigns in the market at the time. To accompany the campaign, all 625 A&W locations will receive yard markings, T-shirts, and other marketing assets, replacing the general menu item-focused ads.

Do you have a story to share about retail or restaurant chain? Email this reporter to mmeisenzahl@businessinsider.com.

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