A&W BROUGHT SEREMBAT DRIVE TRUE TO LIVE WITH THE CAFFEINE BY JAMAICA BLUE

by Danial Siah
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 Ribbon cutting ceremony

Ever since 1978, Seremban residents were blessed by the existence of A&W with the view of the Seremban Lake Garden. A&W recently refurbished the A&W Drive-Thru in the Seremban outlet and caught the attention of Menteri Besar of Negeri Sembilan, YAB Dato’ Seri Haji Aminuddin Bin Harun. To bring back the 70s vibe, the outlet was heavily designed to match the retro-themed concept featuring a modern take on chic retro design to attract the younger generation. The makeover of the Seremban outlet will be a sign for A&W to move forward and focus on its target of reaching 150 outlets all around Malaysia by the end of 2025. 

Sophia Ch’ng, Director of A&W Malaysia Sdn. Bhd, said, “As generations have changed over the decades, so do consumer behavior and trends. In this regard, it is only natural that A&W continues to innovate and evolve. We have been on a mission to rejuvenate the brand to make it more relevant and appealing to consumers today, especially the younger generation, who are more astute and discerning than ever before. This modern-retro concept is a product of this new direction, which is not limited to aesthetics alone but incorporates a total revitalization of our offering to consumers.” 

Sophia Ch’ng, Director of A&W Malaysia and YAB Dato’ Seri Haji Aminuddin Menteri Besar of Negeri Sembilan

By revamping A&W, the Seremban outlet also brought in a new prominent coffee brand, Jamaica Blue, which is owned by Inter Mark Resources, making it the first outlet in the country to have both A&W restaurant and Jamaica Blue. With this collaboration, Jamaica Blue will be providing a specialized selection of coffee beverages to A&W while created by a dedicated team of experienced and knowledgeable baristas.

The combination of the retro design and Jamaica Blue, YAB Dato’ Seri Haji Aminuddin believe that will make boost the tourism to Seremban for their unique food offerings. “Seremban has always been renowned for its food offerings. I know there are many that make day trips here from all around the country, just to enjoy the food here. And A&W has truly added to this diversity of food offerings with their legendary menu items. I truly congratulate the management for their entrepreneurial and innovative spirit to constantly deliver inventive new offerings and concepts to consumers. I would like to implore other businesses and organizations in Seremban and Negeri Sembilan – especially F&B outlets – to use this strategy of entrepreneurial innovation and creativity to truly make this city and state a renowned food haven,” he said.

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