Record Number of Muggings Expected in Phoenix This Summer

Photos of Victims to be Posted at www.muggingphoenix.com.

PHOENIX, AZ (Thursday, July 14, 2005) - Muggings in Phoenix are expected to reach record high levels beginning this month, in part because of the efforts of A&W® Restaurants, the chain known for frosty mugs of Root Beer.

“We’re going to spend the summer ‘mugging’ Phoenix, and we’re not even trying to be sneaky about it,” said Bill Ruby, Brand Leader for A&W Restaurants. “Of course, when someone gets ‘mugged’ by A&W, it’s a good thing. Our ‘victims’ can enjoy free ice cold A&W Root Beer® or great A&W food prizes.”

Beginning Thursday, July 21, two A&W “mugmobiles” will be on the road in the Phoenix area, searching for potential “muggees.” Drivers of the mugmobiles (large vans featuring an eye-catching A&W billboard on one side and a live-action video screen on the other) will be handing out coins for free A&W Root Beer, cards for free ice cream cones for kids and other A&W goodies. Customers who spot the mugmobiles at A&W locations around town can also get a shot at free Root Beer Floats.

The web site – www.muggingphoenix.com – will feature dozens of ‘mug shots’ – fun photos of Arizonans who have been ‘mugged’ by A&W. Everyone who is ‘mugged’ will receive a great food prize, including free Polar Swirls®, Papa Burgers®, Sundaes and Curiously Delicious™ Cheese Curds. New photos of the ‘victims’ will be added to the web site each week.

The team at A&W Restaurants decided to “mug” Phoenix to kick off a campaign to announce “There’s Something New at Your Neighborhood A&W.” And there is plenty new at the 17 Phoenix-area A&W Restaurants.

“The Phoenix market is one of the first in the U.S. to be a part of the A&W brand relaunch. This includes an all-new line of Sweets & Treats™ and the reintroduction of the ‘Papa Burger,’ a signature burger that A&W made famous many years ago,” said Ruby. “We’re also proud to introduce a line of ‘Neighborhood Deals’ – a selection of Big Tastes starting at only a dollar.”

A&W® Restaurants, Inc. (www.awrestaurants.com), the longest running quick service franchise chain in America, is celebrating its 85th anniversary in 2004. Since 1919, A&W® All American Food® has been serving a signature frosty mug root beer float and All American pure-beef hamburgers and hot dogs. There are nearly 700 A&W® All American Food® outlets in 15 countries and territories around the world, and more than 545 additional points of distribution at Yum! Brands multibrand restaurants. A&W Restaurants, Inc. is a subsidiary of Yum! Brands, Inc., (NYSE: YUM), the world’s largest restaurant company in terms of system units with more than 33,000 restaurants in more than 100 countries and territories.

View all A & W Restaurants Press Releases

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