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A&W's new Wild West 'haunts' represent brand's 'small town' franchise strategy

A&W's new Tonapah, Nevada haunts (photo provided).

March 4, 2020

A&W said its latest restaurant opening is a sample of its "small town America" franchise strategy that builds on the longtime QSR's reputation as being a community gathering spot in many of the less populous areas where its restaurants are located. In late January, the chain's newest restaurant opened in the historic Nevada "Wild West" town of Tonopah inside the Mizpah Club casino, a news release said. 

Since the location opened across from the landmark "Jewel of the Desert" Mizpah Hotel on Jan. 27, it has recorded above-expected sales, according to the location's franchise partner, Ramsey Cline. 

"I've seen the same people coming in four times a day," Cline said in the release.  "I've seen people getting two and three root beer floats a day. We ran out of sriracha cheese curds in the first week." He said that the "hot commodity" curds are now back in stock. 

The 50-seat location uses the brand's so-called "hip nostalgic" design, saturated by colors of orange and brown with murals and a panoramic 1913 photograph of Tonopah, which is located between the gambling meccas of  Reno and Las Vegas on Nevada's Silver Trail.

"A&W is over 100 years old. It is authentic to the time frame of an old western town, Ramsey said. "There could have been an A&W in Tonopah during its heyday." 

In fact, Tonopah even has its own ghost who is said to "visit" the Mizpah Hotel and has been dubbed the "Lady in Red." 

"This restaurant is a perfect example of our strategy to expand into smaller markets around the country," said Dave Crowley, A&W director of franchise recruitment, in the release. "The most successful A&Ws are more than places to eat, they're a part of their communities, owned and run by franchisees who have a real connection to the brand and to their guests."

The restaurant will be officially dedicated in May when the town holds one of its local silver-mining history celebrations called Jim Butler Days. Currently, Lexington, Kentucky-based A&W has more than 900 locations in the U.S. and Asia.