Chapter 2: Product Profile

2.1 Product Name: A&W Malaysia


2.2 Product Classification

The foods and beverages all are serving in high quality, fast served with typical menu. A&W is committed to provide their customers with safe, delicious meals and operating restaurants that meet the highest food safety standards. This commitment is at the heart of their operations and their supply chain management- from raw material procurement, including livestock and produce, to their restaurant food preparation and delivery.  

2.3 Product Characteristic

A&W serves a typical fast food menu of burgers, french fries, as well as hot dogs. A&W is famous for its “frosty mugs” Root Beer. Below are the details for each main course available:

Main

Mains	Price
Double Mozza Burger	Rm8.20
Cheese Burger	Rm5.50
Double Deluxe Burger	Rm6.70
Chicken Sandwich	Rm7.60
Coney Dog	Rm6.70
Golden Aloma Chicken (2pcs)	Rm6.90
Golden Aloma Chicken (3pcs)	Rm9.90
Golden Aloma Chicken (9pcs)	Rm28.90
HotDog Basic	Rm3.50
Marina Fish Sandwich	Rm6.20
Grilled Chicken Burger	Rm5.70
Mozza Burger	Rm7.20
Sesame Chicken Bites (6pcs)	Rm6.50

 
Classic Combo

Classic Combo	Price
Coney Dog, combo meals are served with Rootbeer (Reg) and French Fries (Reg).	Rm10.35 *Go large for RM1.20
Double Mozza Burger, combo meals are served with Rootbeer (Reg) and French Fries (Reg).	Rm10.95 *Go large for Rm1.20
Cheese Burger, combo meals are served with Rootbeer (Reg) and French Fries (Reg).	Rm9.25 *Go large for Rm1.20
Chicken Sandwich, combo meals are served with Rootbeer (Reg) and French Fries (Reg).	Rm9.95 *Go large for Rm1.20
Golden Aloma Chicken, combo meals are served with Rootbeer (Reg) and French Fries (Reg).	Rm10.35 *Go large for Rm1.20
Grilled Chicken Burger, combo meals are served with Rootbeer (Reg) and French Fries (Reg).	Rm9.25 *Go large for Rm1.20
Marina Fish Sandwich, combo meals are served with Rootbeer (Reg) and French Fries (Reg).	Rm9.95 *Go large for Rm1.20

 
Side 

Sides	Price
Curly Fries	Rm3.90
French Fries (Reg)	Rm2.90
French Fries (Large)	Rm3.90
Onion Rings	Rm4.80

Sweet & Treats

Sweets & Treats	Price
Waffle with ice cream (single scoop)	Rm6.50
Waffle with ice cream (double scoop)	Rm7.20
Waffle with syrup and butter	Rm5.90
Vanilla Sundae	Rm2.90

 
Beverages

Beverages	Price
Root Beer (Reg)	Rm2.90
Root Beer (Large)	Rm3.40
Root Beer Float Single Scoop Ice Cream (Reg)	Rm3.90
Root Beer Float Single Scoop Ice Cream (Large)	Rm5.30
Milo	RM3.80
Nescafe (Hot)	Rm2.90
Orange Juice	Rm3.80
Ice Peach Tea	Rm3.50
Mineral Water	Rm2.10

 
Breakfast

Breakfast	Price
Jump Start 1 (Scrambled egg, fish fillet, chicken sausage, muffin, toast bread and butter, served with hot coffee or tea)	Rm7.90
Jump Start 2 (Baked beans, scrambled egg, chicken sausage, waffle and butter, served with hot coffee or tea)	Rm7.90
Jump Start 3 (Scrambled egg, chicken sausage, toast bread and butter, served with hot coffee or tea)	Rm6.50

 
Beary Meal

Beary Meals	Price
Meal 1 (Beef Burger, 12oz Root Beer, Small fries, 1 premium item. Upgrade to Milo for only RM1.00)	Rm7.50
Meal 2 (Hotdog Basic, 12oz Root Beer, Small fries, 1 premium item. Upgrade to Milo for only RM1.00)	Rm7.50
Meal 3 (1pc Golden Aroma Chicken, 12oz Root Beer, Small fries, 1 premium item. Upgrade to Milo for only RM1.00)	Rm7.50
Meal 4 (4pcs Sesame Chicken Bites, 12oz Root Beer, Small fries, 1 premium item. Upgrade to Milo for only RM1.00)	Rm7.50

 
2.4 Product Range

Burgers	Breakfast	Beary Meals	Sandwich
Double Mozza Burger	Jump Start 1	Meal 1	Chicken Sandwich
Cheese Burger	Jump Start 2	Meal 2	Fish Sandwich
Double Deluxe Burger	Jump Start 3	Meal 3
Grilled Chicken Burger		Meal 4
Mozza Burger

 

Hotdog
Coney Dog
Hotdog basic

2.5 Distribution

A&W products are direct distributed to their customers because they have dine-in, drive thru & delivery services available in their fast food restaurant. Customers can order and get their food ready after they pay. Customers can get their foods and beverages through drive thru and delivery services that only provided in certain A&W outlets.   

2.6 Product Life Cycle



2.7 The Brand

On 20th June 1919, Roy Allen opens the first Root Beer stand in Lodi, California to sell a proprietary beverage made from a secret blend of 14 herbs, spices, barks & berries. Soon after, Allen goes into partnership with one of his employees, Franks Wright and three new outlets are established in Houston. The partners give their Root Beer the famous A&W name. The A&W franchise was brought into Malaysia in 1963 by Mr and Mrs Lie Boff from USA. The Lie Boff family opened their first outlet in Jalan Tuanku Abdul Rahman making it the first fast food outlet in Malaysia. This was followed in 1965 with the first Drive-in restaurant in Petaling Jaya. A&W's goodwill Ambassador Mascot, the Great Root Beer is created in 1974 to participate in grand openings and perform community service, such as entertaining at children's hospital. A&W Malaysia was bought over by KUB in 2001, and in 2008 embarked on an aggressive expansion drive to revamp and expand its reach. A&W Malaysia is committed to provide their customers with safe, delicious meals and operating restaurants that meet the highest food safety standards. This commitment is at the heart of their operations and their supply chain management, and is evident in every aspect of their business - from raw material procurement, including livestock and produce, to their restaurant food preparation and delivery.