STRATEGIC PARTNERS
September 24, 2013
A&W Canada has announced that all of its burgers are now made with beef that has been raised without any added steroids or hormones and that contains no added preservatives or additives. A&W claims to be the first national burger restaurant in Canada to serve this "better beef."
"At A&W, we know that a great burger starts with the best beef," said Paul Hollands, president and CEO, A&W Food Services of Canada. "More and more Canadians are looking for beef that's been raised without added hormones or steroids and we're proud to serve this better beef to burger lovers across the country ... We have sourced the beef from select ranches that are at the leading edge of sustainable practices. Our guests have told us that making a burger with this better beef is simply the right thing to do."
A&W engaged QRI International, an independent research firm, to explore the idea of better beef with customers in multiple studies across Canada.
"The response has been overwhelmingly positive, with 89 percent of burger eaters reporting they are impressed and interested that A&W is serving beef raised without added hormones or steroids. They see better beef as more natural and they feel good about how the beef has been raised," said QRI researcher Andrew Spicer.
Each of the ranches in Canada, Australia and the U.S. that are part of A&W's program have rigorous verification systems to track the cattle, their feed and their care to ensure the beef meets A&W's specifications.
"We know exactly where our beef comes from, how it's been raised and of course, how great it tastes," Hollands said. "This is something our guests care about and we're really excited to offer better beef in A&W restaurants all across Canada."
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