Chronology of
A & W Root Beer (Canada)

Copyright © 1996-2006 Ken Polsson
internet e-mail: kpolsson@islandnet.com
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URL: http://www.islandnet.com/~kpolsson/awhist/

This document is an attempt to bring various published sources together to present a timeline about A & W Root Beer (Canada).

This complete timeline is provided on the Web for free. If you wish to contribute money to help my keeping this timeline available and updated, I would very much appreciate it.

References are numbered in [brackets], which are listed in this file. A number after the dot gives the page in the source.

Last updated: 2006 MAR 22.

1919

June 20

Roy W. Allen opens his first root beer stand, in Lodi, California. His root beer sells for 5c a glass. [2.10] [10] [11] [42.31] [79.623]

1922

(month unknown)

Allen and Wright formally name their beverage A & W Root Beer. [10] [11] [37] [42.32]

1956

(month unknown)

The first A & W drive-in restaurant outside of the U.S. opens, operated by Dick Bolle and Orval Helwege on Portage Avenue in Winnipeg, Manitoba, Canada. [4.50] [10] [84] [94.28] [104.32]

1957

(month unknown)

Number of A & W Root Beer franchises in Canada: six. [42.152]

1960

July 19

A & W Food Services of Canada of Winnipeg, Manitoba, files a trade-mark registration for "Papa Burger". [52]
November 25

A & W Food Services of Canada is granted a registered trade-mark for "Papa Burger". [52]

1961

(month unknown)

A & W Food Services of Canada buys the trademark rights for A & W food products in Canada. [81.C2]

1966

November 30

A & W Beverages Inc. begins using a new logo: oval with orange left side "boomerang", brown right side boomerang, "A & W" in brown in middle, on a white background, or clear background. [74]
December 31

Total number of A & W restaurant outlets in Canada: 200. [104.32]

1968

April 1

The name of the owner of the trade-mark "Papa Burger" is changed to A & W Food Services of Canada. [52]

1969

December 10

The trade-mark "Papa Burger" is transferred to the A & W Root Beer Company of Canada, Ltd. [52]

1972

(month unknown)

A & W Food Services of Canada opens its first mall location in Canada, at Place Laurier, Quebec. [45]
(fall) A & W Food Services of Canada is bought by Unilever Canada, a food and consumer products company, a subsidiary of Unilever PLC of England. [4.50] [7.38] [14.15] [32.1] [75.14] [90.75] [94.28] [104.32] (bought by Lever Brothers, Ltd. [10]) (bought by Lever Brothers, Ltd. in 1982 [11])
October 16

A & W Beverages of North Vancouver, British Columbia, files a trade-mark registration for "A & W". [51]
A & W Beverages Inc. applies for a registered trade-mark of an image of an oval with orange left side "boomerang", brown right side boomerang, "A & W" in brown in middle, on a white background, or clear background. [74]
December 31

Based on revenue for the year, A & W Food Services of Canada is the second largest food service company. [87.71]

1973

June 8

A & W Beverages is granted a registered trade-mark for "A & W". [51]
A & W Beverages Inc. is granted a registered trade-mark of an image of an oval with orange left side "boomerang", brown right side boomerang, "A & W" in brown in middle, on a white background, or clear background. [74]
October 5

The trade-mark "A & W" is transferred to A & W Root Beer Company of Canada. [51]
The trade-mark image of the oval "A & W" logo is transferred to A & W Root Beer Company of Canada. [74]
December 27

A & W Root Beer Company of Canada applies for a trade-mark of "A & W ROOT BEER". [53]
A & W Root Beer Company of Canada applies for a trade-mark of a design featuring a multi-circle bull's eye, "A & W" on top, "ROOT BEER" on bottom, "ICE COLD" in center, and an arrow through the middle. [54]

1975

January 31

A & W Root Beer Company of Canada is granted a registered trade-mark for "A & W ROOT BEER". [53]
A & W Root Beer Company of Canada is granted a registered trade-mark for a design featuring a multi-circle bull's eye, "A & W" on top, "ROOT BEER" on bottom, "ICE COLD" in center, and an arrow through the middle. [54]
July 21

The A & W Root Beer Company of Canada begins using the term "A & W Hefty" as a trade-mark. [72]
(month unknown)

The McDonald's restaurant chain moves ahead of A & W as the dominant fast-food chain in Canada. A & W Food Services of Canada sees its profits drop by 40% for the year. [4.48]

1977

February

A & W Food Services of Canada stages a boycott of coffee during the month at its eleven drive-in restaurants in Calgary, Alberta. Additionally, tea is sold for 5c, compared to the usual 25c. The boycott is to protest high coffee prices. [12.B4]
March

The A & W Root Beer Company of Canada begins using the term "A & W Eatery" as a trade-mark. [72]
(month unknown)

A & W Food Services of Canada initiates a strategic review of operations. 18 months later, a five-year plan is produced to turn around the company's declining profits. [30.50]

1978

June 2

The A & W Root Beer Company of Canada is granted a registered trade-mark on the term "A & W Hefty". [72]
(month unknown)

A & W Food Services of Canada decides to close all of its company-owned stores in eastern Canada, due to heavy competition. The company vows to the franchise owners that it will return, within four years. [7.37]
November 3

The A & W Root Beer Company of Canada is granted a registered trade-mark for "THE A & W GREAT ROOT BEAR". [55]

1979

August 17

The A & W Root Beer Company of Canada is granted a registered trade-mark on the term "A & W Eatery". [72]

1981

May 14

The A & W Root Beer Company of Canada begins using a revised logo: a wide oval with serifed "A" and "W" in white on a brown background oval, plus "&" and outer oval in orange. [57]
June 1

The A & W Root Beer Company of Canada applies for a registered trade-mark on its new oval logo. [57]
(month unknown)

A & W Food Services of Canada introduces the Mozza Burger to its menu. [45]

1982

September 3

The A & W Root Beer Company of Canada is granted a registered trade-mark on its new oval logo design. [57]
October 8

The A & W Root Beer Company of Canada is granted a registered trade-mark for "THE GREAT A & W ROOT BEAR". [55]

1983

March 4

The A & W Root Beer Company of Canada is granted a registered trade-mark on a design of "A & W" without background or the surrounding oval. [58]
May

The A & W Root Beer Company of Canada begins using a modified logo with stylized "ROOT BEER" under the oval "A & W" logo. [59]
September

A & W Food Services of Canada and Coca-Cola Canada strike a deal in which Coca-Cola will manufacture and distribute A & W root beer to retailers across Canada. In return, A & W will cease serving Crush and Seven-Up in its restaurants, replacing them with Coke and Sprite, as of October 1. [4.138] [5.1]

1984

February 6

A & W Root Beer is sold in retail stores in Ontario for the first time. [6.2]
(month unknown)

A & W Food Services of Canada ceases the Burger Family at restaurants. [84]
July 6

The A & W Root Beer Company of Canada applies for a registered trade-mark on a logo with stylized "ROOT BEER" under the oval "A & W" logo. [59]

1985

(month unknown)

(summer) A & W Food Services of Canada test markets A & W Root Beer and A & W Diet Root Beer (in bottles or cans) in Sherbrooke, Quebec. [15.2]
June 28

The A & W Root Beer Company of Canada is granted a registered trade-mark on a logo with stylized "ROOT BEER" under the oval "A & W" logo. [59]

1986

March

A & W Food Services of Canada opens the first Frisco Jacks in Hillside Centre, Victoria, British Columbia. The store serves waffle-like puffs made of fried sourdough. [9.3]

1987

January 15

The A & W Root Beer Company of Canada abandons its application for a registered trade-mark on the phrase "LES PETITES DE POULET A & W". [60]
April

A & W Food Services of Canada demolishes the 25-year old drive-in on Marine Drive, in North Vancouver, British Columbia. (The drive-in will be rebuilt as an eat-in A & W restaurant.) [4.48]
August 14

The A & W Root Beer Company of Canada is granted a registered trade-mark on the phrase "LES PÉPITES DE POULET A & W". [60]

1988

April 8

The A & W Root Beer Company of Canada is granted a registered trade-mark on the phrase "ROOT BEER A & W". [62]
The A & W Root Beer Company of Canada is granted a registered trade-mark on the phrase "LE GRAND OURS A & W". [63]
(month unknown)

(spring) A & W Food Services of Canada introduces Cream Soda in cans at retail outlets. [7.33]
A & W Food Services of Canada removes the A&W Root Beer Float from its menus. [98]
August 5

The A & W Root Beer Company of Canada is granted a registered trade-mark on the phrase "A & W CHOCOLATE CRISP". [64]
September 20

The BC chapter of the American Marketing Association presents A & W Food Services of Canada with an award for "Marketer of the Year". [9.3]

1990

November 9

The A & W Root Beer Company of Canada is granted a registered trade-mark for "GREAT A & W ROOT BEAR". [55]

1991

February

A & W Food Services of Canada opens an outlet in Terminal III of the airport in Toronto, Ontario. [22.38]
March 15

The A & W Root Beer Company of Canada is granted a registered trade-mark on the phrase "GRAND OURS A & W". [65]
April 8

Ross L. Cunningham retires as president of A & W Food Services of Canada. He is replaced by Jeff. J. Mooney, former executive vice president. [13.B4]
(month unknown)

A & W Food Services of Canada begins a "Friendship Continues" ad campaign on television. [8.4]
November

A & W Food Services of Canada opens its 400th outlet, in Cloverdale Mall in Toronto, Ontario. [20.14] [21.C4] [45]

1992

April 1

The A & W Root Beer Company of Canada begins using a variation of their oval "A & W" logo in pink/teal/white colors. [67]

1993

August 6

The A & W Root Beer Company of Canada is granted a registered trade-mark on of their oval "A & W" logo in pink/teal/white colors. [67]

1994

March

A & W Food Services of Canada begins a new set of "Friendship Continues" ad campaign on television. [8.4]
May

(end) A & W Food Services of Canada celebrates the 75th anniversary of A & W root beer with an anniversary mug, and 5c root beer for a week. [8.4]
A & W Food Services of Canada issues a revised set of glass mugs for use in its restaurants and for sale, including "ROOT BEER" below the logo. [8.4]
December 10

The A & W Root Beer Company of Canada begins using an image of the oval "A & W" logo with a glass mug below, with "ROOT BEER" under the mug. [69]

1995

May 1

The A & W Root Beer Company of Canada begins using an image of the oval "A & W" logo, glass mug under logo, "ROOT BEER" under mug, all on a background of close-up of mug near oval logo. [70]
July

Jefferson Mooney, president and CEO of A & W Food Services of Canada, and five of his vice-presidents arrange a buyout of the company from Unilever Canada. [25.26] [26.4] [34.B5] [75.14] [80.B3] [104.32]
September 1

The A & W Root Beer Company of Canada is granted a registered trade-mark on the phrase "POULET CHAMPÊTRE A & W". [68]
September 11

The trade-mark "A & W" is assigned to the A & W Root Beer Company of Canada. [51]
The trade-mark "Papa Burger" is assigned to the A & W Root Beer Company of Canada. [52]
The trade-mark "A & W ROOT BEER" is assigned to the A & W Root Beer Company of Canada. [53]
The trade-mark "ROOT BEER A & W" is assigned to the A & W Root Beer Company of Canada. [62]
The trade-mark "THE A & W GREAT ROOT BEAR" is assigned to the A & W Root Beer Company of Canada. [55]
The trade-mark "THE GREAT A & W ROOT BEAR" is assigned to the A & W Root Beer Company of Canada. [56]
The trade-mark "GREAT A & W ROOT BEAR" is assigned to the A & W Root Beer Company of Canada. [66]
The trade-mark "LES PÉPITES DE POULET A & W" is assigned to the A & W Root Beer Company of Canada. [61]
The trade-mark "LE GRAND OURS A & W" is assigned to the A & W Root Beer Company of Canada. [63]
The trade-mark "GRAND OURS A & W" is assigned to the A & W Root Beer Company of Canada. [66]
The trade-mark "A & W CHOCOLATE CRISP" is assigned to the A & W Root Beer Company of Canada. [64]
The trade-mark image of the oval "A & W" logo (1970s style) is transferred to A & W Root Beer Company of Canada. [74]
The trade-mark of the oval "A & W" logo design is assigned to the A & W Root Beer Company of Canada. [57]
The trade-mark of the "A & W" design (without oval) is assigned to the A & W Root Beer Company of Canada. [58]
The trade-mark of the oval "A & W" with "ROOT BEER" logo design is assigned to the A & W Root Beer Company of Canada. [59]
The trade-mark image of "ICE COLD A & W ROOT BEER" in a bull's eye design is assigned to the A & W Root Beer Company of Canada. [54]
The trade-mark "Papa Burger" is assigned to A & W Trademarks, Inc. [52]
September

Jefferson Mooney and associates complete their acquisition of A & W Food Services of Canada. [24.38] [27.4] [32.1]

1996

April 20

A & W Food Services of Canada announces plans to buy over 400 units of Kentucky Fried Chicken in Canada from Laidlaw Inc. for $200-240 million, subject to Laidlaw buying Scott's Hospitality, which manages the restaurants. [32.1] [35.B1]
July 26

The A & W Root Beer Company of Canada is granted a registered trade-mark of an image of the oval "A & W" logo with a glass mug below, with "ROOT BEER" under the mug. [69]
December 31

In Canada, based on revenue for the year, A & W Food Services is 5rd largest burger restaurant company, with 3.5% market share of fast-food chains. [88.24]

1997

(month unknown)

(early) A & W Food Services of Canada opens a prototype "A & W Express" service station kiosk at a Sunoco outlet in Newmarket, Ontario. [43.57]
January 21

The A & W Root Beer Company of Canada is granted a registered trade-mark on an image of the oval "A & W" logo, glass mug under logo, "ROOT BEER" under mug, all on a background of close-up of mug near oval logo. [70]
November 13

A & W Food Services of Canada announces it is switching ad companies from BBDO Vancouver to Toronto-based Communique Group. [48.1]
(month unknown)

There are presently 714 A & W Family Restaurants, and 10 A & W Drive-in Restaurants in the United States and Canada. [79.623]
December 31

In Canada, based on revenue for the year, A & W Food Services is tied with Burger King Restaurants for 5th largest burger restaurant company. [88.24]

1998

March

A & W Food Services of Canada begins television and radio advertising featuring American comedy-actor Drew Carey with the Great A & W Root Bear. [49.1]
November

A & W Food Services of Canada cuts short a two-year contract with actor Drew Carey for A & W promotions, after Carey promoted the McDonald's restaurant in The Drew Carey Show on television. [50.2]
December

In Alberta, Canada, A & W Food Services of Canada opens its first "twinned" location, an A & W Restaurant paired with Country Style Donuts. [91.67]
December 31

In Canada, based on revenue for the year, A & W Food Services is 4rd largest burger restaurant company, 16th overall among food and hotel companies. [90.38]

1999

October

A & W Food Services of Canada re-introduces the Burger Family in western Canada, featuring the BabyBurger, TeenBurger, MamaBurger, PapaBurger, and GrandpaBurger. Most of the Burger Family products were taken off the menu in the early 1980s. [84] [89.3]
December 31

In Canada, based on revenue for the year, A & W Food Services is 4th largest burger restaurant company, 16th overall among food and hotel companies. [90.38]

2000

December 31

In Canada, based on revenue for the year, A & W Food Services is 4th largest burger restaurant company, 12th overall among food and hotel companies. A & W has the 2nd largest number of locations. [92.60]

2001

(month unknown)

A & W Food Services of Canada re-introduces the Chubby Chicken product line, featuring Chubby Chicken pieces, Chubby Chicken Strips and the Chubby Chicken Burger. [84]
December 31

In Canada, based on revenue for the year, A & W Food Services is 3rd largest burger restaurant company, 12th overall among food and hotel companies. [93]

2002

February 18

The Great A & W Root Bear and Jeff Mooney, President and CEO of A & W Food Services of Canada, ring the opening bell of the Toronto Stock Exchange to mark the debut of the A & W Revenue Royalties Income Fund. The fund will pay investors 3% of total sales of A & W restaurants in Canada. [80.B3] [85]
February 21

A & W Food Services of Canada opens its 600th A & W restaurant in Canada, in Brampton, Ontario. [84] [94.29]
October 18

Foodservice and Hospitality magazine announces winners of the 14th Annual Pinnacle Awards. A&W Food Services of Canada is named Restaurant Company of the Year. [83]
(month unknown)

The cover of the December issue of Canadian magazine Food Service and Hospitality features the Great A&W Root Bear with A & W Food Services of Canada chairman Jeff Mooney and president Paul Hollands. [94]
December 31

In Canada, based on revenue for the year, A & W Food Services is 3rd largest burger restaurant company, 13th overall among food and hotel companies. [87.25]

2003

January 21

A & W Food Services of Canada signs an agreement to convert up to eight Super Frites mall restaurants in Quebec to A & W restaurants. [82]
July 18

A & W Food Services of Canada announces that the company is shifting beef purchases to include only Canadian lean beef. Previously, imported beef was purchased when Canadian supplies could not meet the company's quality and quantity needs. [96]
October 20

A & W Food Services of Canada announces it is introducing the A&W Steak Burger at all of its 625 restaurants across the country, for a limited time. The burger contains a five-ounce patty of 100% Canadian beef, with bacon and Bull's-Eye barbecue sauce. [95]
December 31

In Canada, based on revenue for the year, A & W Food Services is 3rd largest burger restaurant company, 12th overall among food and hotel companies. [102.36]

2004

June 17

A & W Food Services of Canada announces the return of the A&W Root Beer Float to its menu, after an absence of 16 years. [98]
November 5

A & W Food Services of Canada announces chief executive officer Jeff Mooney will retire effective February 15. Mooney will remain as Chairman of the board of directors. New CEO will be Paul Hollands, who is currently President and Chief Operating Officer. [97]
December 31

Number of A&W restaurants in Canada: 648, second highest hamburger chain. [99] [103.28]
In Canada, based on revenue for the year, A & W Food Services is 3rd largest burger restaurant company, 12th overall among food and hotel companies. [103.28]

2005

November 30

In the Maritime provinces, during the month, 13.9% of people surveyed reported their most liked TV ad is for A & W. [105.6]