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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 21.

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1918-1979

1980-end

1980

(month unknown)

• The Indiana Glass Company removes the oval-shaped escutcheon from the 8 ounce and 14 ounce A & W root beer mugs. [29]

1981

January 26

• A & W International changes its name to A & W Restaurants. [44]

November 10

• United Brands Company announces it is negotiating the sale of A & W Restaurants to Taubman Investment Company, likely to be completed by the end of the month. United Brands will retain A & W trademarks and continue to own A & W Beverages. [100.D5]

November 23

• A & W Restaurants transfers ownership of the A & W logo (oval double-boomerang with A & W) to United Brands Company. United Brands Company then transfers ownership to A & W Brands. [44]

1982

(month unknown)

• United Brands Company sells A & W Restaurants to A. Alfred Taubman, a shopping center and real estate developer. [10] [18.156]
• Corporate headquarters of A & W Restaurants is moved from Santa Monica, California, to Michigan. [11]
• A & W Restaurants temporary ceases granting new franchises, during a reorganization and planning period. [11]
• The Canadian division of A & W is sold, becoming a separate company. [37]

August

• A & W Brands first uses an image with text "GET THAT FROSTY MUG SENSATION" as applied to soft drinks. [44]

1983

January 25

• A & W Brands Inc.'s "A & W Great Food Restaurant" is registered as a service mark. [44]

August 6

• United Brands Company sells A & W Beverages to A & W Brands. [1.34] [2.10] [11] [18.158]

1984

August 14

• A & W Brands is granted a registered trademark of an image with text "GET THAT FROSTY MUG SENSATION" as applied to soft drinks. [44]

1986

May

• A & W Brands' management team, together with Hicks & Haas, buys the company for US$74 million. [2.10] [18.158] (US$72 million [19.69])

June 16

• The A & W Brands begins using an image of their oval A & W logo with stylized "Cream Soda" underneath in red and blue. [44]

June

• A & W Brands test markets Cream Soda. [2.10]

(month unknown)

• A grilled chicken sandwich is introduced to A & W restaurants. [11]
• A & W Restaurants begins granting franchise licenses again. [11]
• A & W Brands buys Squirtco, maker of Squirt brand grapefruit soft drink, for US$35 million. [2.10] [18.160]

September

• E. Dale Mulder, former franchisee and Executive Director of the National A & W Franchise Association, is appointed president of A & W Restaurants. [10] [11]

November 25

• A & W's (USA) image of a standing bear in a sweater with an oval A & W logo on its chest is registered as a trade-mark. [44]

1987

May

• A & W Brands sells 40% of its total stock at US$11 each, raising US$37 million. [16.112] [18.158] [19.83] (US$22.5 million [2.10])

May 11

• A & W Brands changes its name to A & W Concentrate Company. [44]

June 22

• The A & W Concentrate Company begins using a modified oval logo with an extra brown oval around the former logo, for candy. [44]

August 11

• The A & W Concentrate Company is granted a registered trademark of the A & W logo on soft drinks, potato chips, non-dairy creamer, chicken, cheese sandwiches, hamburger sandwiches, hot-dog sandwiches, instant coffee, salt, sugar, catsup. (first use October 21, 1963) [44]

October 20

• A & W Brands buys Vernors Inc., maker of Vernors brand ginger ale, for US$10 million. [2.10] [18.160]

October 30

• A & W Concentrate Company applies for a trade-mark of a modified oval logo with an extra brown oval around the former logo. [44]

1988

(month unknown)

• A & W Restaurants introduces Curly Fries to its restaurants. [11]
• The first drive-thru only A & W outlet opens in Flint, Michigan. [11]

August 25

• A & W Concentrate Company applies for a trade-mark on an image of their oval A & W logo with stylized "Cream Soda" underneath in red and blue. [44]

August 29

• A & W Concentrate Company's image of their oval A & W logo with stylized "Cream Soda" underneath in red and blue is registered as a trade-mark. [44]

October 18

• The A & W Concentrate Company is granted a registered trademark for an oval logo with an extra brown oval around the former logo as applied to candy. [44]

1989

(month unknown)

• Carousel Snack Bars signs an agreement with A & W Restaurants to convert over 200 mall and food court outlets to "A & W Hot Dogs and More" during the next two years. [1]
• Cholesterol-free Curly Fries become the standard for A & W restaurants, replacing the straight-cut fries. [11]

August 29

• The A & W Concentrate Company is granted a registered trademark for an image with text "A & W CREAM SODA" as applied to soft drinks. [44]

1990

January 25

• The A & W Concentrate Company first uses an image and text "A & W, THERE'S JUST MORE TO IT." as applied to soft drinks. [44]

April 2

• The A & W Concentrate Company renews its registered trademark of a bull's eye logo with "A & W ROOT BEER" granted in 1930. [44]

1991

January

• George E. Michel, a 20 year veteran of A & W Food Services of Canada, is appointed president and chief operating officer of A & W Restaurants. [10] [11]

February 28

• The A & W Concentrate Company renews its registered trademark of the logo of an oval double-boomerang with "A & W". [44]

(month unknown)

• Dale Mulder becomes chief executive officer of A & W Restaurants. [11]

1992

January

• George E. Michel becomes chief executive officer of A & W Restaurants. [10]

August 11

• The A & W Concentrate Company is granted a registered trademark of an image with text "FROSTY MUG TASTE" as applied to soft drinks. [44]

December 1

• A & W Concentrate Company begins using an image with the oval A & W logo, old stylized "Root Beer" under it, "FROSTY MUG TASTE" on a small banner, and a generic mug. [44]

1993

September 9

• Cadbury Schweppes PLC agrees to buy US-based A & W Brands Inc. for US$334 million. [31.9] [33.B5] [47]

October 13

• British-based Cadbury Schweppes P.L.C completes a buy out of A & W Brands, for US$334 million. [3.D5] (Cadbury Beverages [11])

1994

March 8

• A & W Concentrate Company's image with the oval A & W logo, old stylized "Root Beer" under it, "FROSTY MUG TASTE" on a small banner, and a generic mug is registered as a trade-mark. [44]

December

• Sagittarius Acquisitions, backed by investment company Grotech Capital, buys A & W Restaurants from A. Alfred Taubman for about US$20 million. Sagittarius' head, Sidney Feltenstein, is a former executive vice president of marketing for Burger King Worldwide, and former key executive with Dunkin' Donuts. [10] [36] (1995 [11]) (A & W Restaurant Acquisition Company buys A & W Restaurants [11])

1995

October

• A & W Restaurants licenses some of its food products to Hot Choice, for use in A & W Diner Hot Food Vending Machines in California. [39]

1996

February 1

• The A & W Concentrate Company first uses an image of a barrel and text "Barrel Aged, Bold Taste!". [44]

February

• Sidney Feltenstein unveils a new logo for A & W Restaurants at the annual operators' meeting, in Las Vegas, Nevada. The logo adds "All American Food" under the traditional oval logo. [36]
• A & W Restaurants introduces new french fries, designed to stay crisp and hot longer than the previous variety. [36]

March

• Coca-Cola Enterprises informs Dr. Pepper / Cadbury North America that it will cease distributing A & W Root Beer by June 18. [45.D4]

March 28

• Dr. Pepper / Cadbury North America announces that Coca-Cola Enterprises Inc. had decided to stop distributing A & W Root Beer. [46.D4]

April

• Coca-Cola Enterprises ceases distributing A & W Root Beer in certain markets, replacing it with Barq's root beer. [23.70]

April 16

• The A & W (USA) slogan "WHERE THE FOOD'S AS GOOD AS THE ROOT BEER" is registered as a trade-mark. [44]

May

• A & W Restaurants signs a deal with TCBY Enterprises, to put TCBY dessert items in some A & W Restaurants, and vice-versa. [38]
• A & W Restaurants and Wal-Mart sign an agreement in which Wal-Mart will host A & W restaurants in seven of its stores in the US. [40]

1997

June 24

• A & W Restaurants moves its world headquarters from Livonia to Farmington Hills, in Michigan, USA. [41]

(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]

1998

January 6

• The A & W Concentrate Company is granted a registered trademark of an image of a barrel and text "Barrel Aged, Bold Taste!". [44]

(month unknown)

• In the United States, advertising agency Foote, Cone & Belding unveils new television ads for A & W Root Beer to A & W bottlers. [76.3]

December 31

• Sales of A & W Root Beer for the year in the United States are up 2.2% despite little advertising. A & W Root Beer ranks number three in the country behind Mug (#2) and Barq's (#1). [76.3] [77.71]

1999

March

• After an absence of two years, A & W Root Beer returns to American television with "It's good to be thick headed" ads designed to appeal to a young male audience. [76.3]

(month unknown)

• Yorkshire Global Restaurants is created in Lexington, Kentucky, following the merger of Long John Silver's and A & W All American Food Restaurants. [81.C2]

2001

September 7

• The A & W Concentrate Company renews its registered trademark of a logo first used in 1955. [44]

2002

March 12

• Tricon Global Restaurants announces it is buying A & W All American Food Restaurants and Long John Silver's from Yorkshire Global Restaurants, for US$320 million. [81.C2]

June 6

• A & W Restaurants first uses a drawing with text "THICKSTER" as applied to sandwiches. [44]

(month unknown)

• Tricon Global Restaurants changes its name to Yum! Brands. [101]

September 10

• A & W Concentrate Company is granted a registered trademark of "A & W ROOT BEER" as applied to root beer and concentrates and syrups for making root beer. [44]

2004

March 1

• A & W Restaurants first uses an image with text "WISCONSIN FRESH CHEESE CURDS LEGENDARY TASTE!". [44]

March 25

• A & W Restuarants first uses "CURIOUSLY DELICIOUS" as applied to cheese curds. [44]

April 13

• A & W Restaurants is granted a registered trademark of a drawing with text "THICKSTER" as applied to sandwiches. [44]

May

• A & W Restaurants in the US adds Cheese Curds to its menu across the country. [101]

June 21

• A & W Restaurants in the US celebrates its 85th anniversary and the first day of summer with a National Float Day. Participating restaurants give away a free A & W Root Beer Float with any purchase from 2 p.m. to 8 p.m. [101]

2005

April 1

• A & W Restaurants in the US celebrates the national introduction of Cheese Curds in 2004 by giving a free Root Beer to any customer purchasing Cheese Curds during the day. [101]

June 20

• A & W Restaurants in the US celebrates its 86th anniversary and the first day of summer with the second annual National Float Day. Participating restaurants give away a free A & W Root Beer Float with any purchase from 2 p.m. to 8 p.m. [101]

July

• A & W Restaurants in the US introduces the limited edition 2005 A & W collector mug. The 20-ounce glass mug is imprinted with a color image of the Great Root Bear. [101]

August 2

• The A & W Concentrate Company renews its registered trademark of the target logo. [44]

November 1

• A & W Restuarants is granted a registered trademark of "CURIOUSLY DELICIOUS" as applied to cheese curds. [44]

December 13

• A & W Restaurants is granted a registered trademark of an image with text "WISCONSIN FRESH CHEESE CURDS LEGENDARY TASTE!". [44]

2006

January 10

• The A & W Concentrate Company is granted a registered trademark of image of a barrel and text "Barrel Aged, Bold Taste!". [44]

1918-1979

1980-end

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.

A list of references to all source material is available.

Also check my list of other timelines.