“From a media perspective, what’s interesting is that A&W has over 600 restaurants nationwide, but we’re driving foot traffic into retailers using digital media. The way we’re able to do that is by using radius targeting and honed-in targeting tactics with digital. We don’t have the dollars to do big national buys, but we do have the ability to leverage that landscape. It also allows us to drive a specific action in-store, because a lot of the timing of our media is against whatever promotion we’re up against, so we’re driving that action that day. Digital media and online attribution is really easy to measure – you see the ad, you click the ad, you buy something online. What we’re doing is pushing out a branding message about a restaurant that has low awareness, telling people to find their nearest location, but also knowing that they’re visiting an actual A&W store after seeing your ad. So we’re taking online advertising to offline attribution, which is massive.”