A&W

Design 

La Firme

Branding

Johan Högdahl

Production 

2015

Qsr--quick service, reimagined

A&W Canada, one of the country’s most important fast-food chains, issued a request for proposals (RFP) to a dozen architectural and design firms. The mandate: Redesign their free-standing drive-thru restaurant for a Quebec-wide rollout. It required a reimagining of the QSR (quick service restaurant) experience.

Everything was up for review — architecture, interior design, graphics –– but one thing was non-negotiable: Integrity and respect. A&W prides itself on serving its customers food made from natural, quality ingredients. The QSR rethink rested on the pillars of transparency, simplicity and honesty in support of the idea that Good Food Makes Good Food.

Putting the client experience first

The building design was updated with oversized windows and an immense skylight. Original tables, stools and light fixtures filled the space, and the kitchen and prep area were opened up as much as possible. Every point of customer contact — promotional displays, menus, information terminals — was redesigned as much for the effect on the drive-thru interior as for the view from the driver’s seat. Additionally, the design concept as a whole is scalable and adaptable to existing restaurants.