A&W Restaurants has tapped Chicago‑based NOVUS Media to take charge of its media planning and buying across both digital and traditional channels in the United States. The partnership, announced on February 23, 2026, arrives as the fast‑food chain accelerates a comprehensive modernization program that blends its century‑plus heritage with a fresh, quick‑service experience. NOVUS, an independent agency known for hyper‑local media execution, will manage the end‑to‑end media workflow for A&W’s franchised locations, a move that underscores the growing importance of data‑driven, community‑focused advertising in the restaurant sector.
The selection reflects A&W’s desire to move beyond generic, national campaigns and instead reach consumers in the immediate vicinity of each restaurant. By leveraging franchise‑level insights, NOVUS aims to deliver media that resonates with the unique demographics, foot‑traffic patterns, and cultural nuances of every trade area. In practice, this means the agency will allocate budgets to a mix of:
- TV
- OTT
- radio
- out‑of‑home
- digital display
- mobile
- search
All calibrated to the specific performance metrics of individual outlets.
“Every A&W location has its own community and story, and our approach ensures that each restaurant gets noticed where it matters most,” said Libby Morgan, CEO of NOVUS. “Through data‑driven media planning, precision buying, and real‑time optimization, we will connect brand storytelling to performance outcomes, delivering measurable growth and meaningful business results at both local and national levels.” Morgan’s comments highlight a shift away from blanket media buys toward a granular, performance‑centric model that aligns spend with store‑level revenue objectives.
At the heart of the new strategy lies an AI‑centric technology stack that promises to automate and refine media decisions in near real‑time. NOVUS will employ machine‑learning algorithms to sift through geospatial data, identify high‑potential micro‑segments, and adjust bidding parameters on programmatic exchanges without human delay. The agency also plans to integrate geospatial analytics to map out consumer movement patterns around each A&W outlet, allowing for dynamic allocation of out‑of‑home and addressable TV inventory based on actual foot‑traffic trends.
“By combining hyper‑local insights, full‑funnel investment strategies, and AI‑driven technology, we’ll create personalized media experiences that connect communities to A&W and deliver measurable, real‑time business impact,” explained Candi Atteberry, Vice President of Integrated Client Solutions at NOVUS. Atteberry’s remarks underscore a broader industry trend: advertisers are increasingly relying on algorithmic optimization to bridge the gap between creative messaging and bottom‑line performance, especially in fragmented retail environments.
A&W’s modernization agenda extends beyond advertising. The chain is rolling out updated store designs, a refreshed menu, and new point‑of‑sale technology aimed at shortening wait times and enhancing the guest experience. NOVUS’s media plan is designed to amplify these initiatives by generating local awareness and driving in‑store visits. By aligning media spend with the timing of store remodels or menu launches, the agency hopes to create a synchronized push that maximizes the impact of each investment.
“Every A&W location has its own community and story, and our approach ensures that each restaurant gets noticed where it matters most,” said Libby Morgan, CEO of NOVUS. “Through data‑driven media planning, precision buying, and real‑time optimization, we will connect brand storytelling to performance outcomes, delivering measurable growth and meaningful business results at both local and national levels.” This focus on measurable outcomes reflects a broader shift in adtech where attribution models now span the entire funnel—from impression to purchase—allowing brands to justify media spend with concrete ROI figures.
The partnership arrives at a pivotal moment for A&W, which is positioning itself as the “heart of your hometown.” The brand’s leadership emphasizes that the new media approach is intended to honor a 107‑year legacy while making the experience feel contemporary. “A&W has a 107‑year history, and our goal is to honor that legacy while making it feel fresh and relevant,” said Amanda Potts, VP of Marketing & Innovation at A&W Restaurants. “Partnering with NOVUS will help us bring each restaurant’s story to life in its community, blending the traditions people love with the modern experiences they expect.”
From an industry perspective, the deal illustrates how legacy food brands are turning to specialized agencies that can navigate the complexities of franchise‑based media planning. Traditional agency models often struggle with the granularity required to serve thousands of independently owned locations. NOVUS’s hyper‑local methodology, combined with AI automation, offers a scalable solution that can adapt to the diverse needs of each franchise while maintaining brand consistency.
The agency’s emphasis on a “full‑funnel” approach also signals a departure from the historical focus on top‑of‑funnel awareness. By integrating performance metrics at every stage—impression, click, store visit, and purchase—NOVUS aims to provide A&W with a clear line of sight from media spend to revenue uplift. This level of transparency is increasingly demanded by franchisees, who need to justify marketing budgets against local sales data.
“Every A&W location has its own community and story, and our approach ensures that each restaurant gets noticed where it matters most,” said Libby Morgan, CEO of NOVUS. “Through data‑driven media planning, precision buying, and real‑time optimization, we will connect brand storytelling to performance outcomes, delivering measurable growth and meaningful business results at both local and national levels.” The repetition of this core message across multiple quotes underscores the agency’s commitment to aligning creative storytelling with hard‑line performance indicators.
In addition to AI and geospatial tools, NOVUS will leverage a secure, scalable technology foundation that supports real‑time data ingestion, cross‑channel measurement, and automated reporting. The platform is designed to integrate with A&W’s existing data warehouses, allowing for seamless flow of sales figures, loyalty program activity, and other first‑party signals into media optimization models.
“NOVUS delivers smarter media solutions by uniting strategic planning, precision buying, and data‑driven insights to create highly personalized, measurable campaigns,” the agency’s spokesperson noted. “The agency acts as a trusted, integrated partner, leveraging advanced analytics, emerging technologies, and a secure, scalable technology foundation to ensure every media investment drives meaningful business results.” This statement captures the evolving role of media agencies as both strategic advisors and technology providers in a landscape where data privacy and measurement fidelity are paramount.
The collaboration also reflects a broader competitive dynamic in the quick‑service restaurant (QSR) space, where brands such as Burger King, Wendy’s, and Chick‑Fil A are investing heavily in programmatic and addressable TV to capture local audiences. By adopting a hyper‑local, AI‑enhanced model, A&W positions itself to compete more effectively against these larger rivals, especially in markets where franchise density is high but brand awareness varies.
Overall, the NOVUS‑A&W partnership exemplifies a modern, data‑centric approach to media planning that could become a template for other franchised brands seeking to balance national brand equity with local relevance. As AI continues to mature and the adtech ecosystem offers ever‑more granular measurement capabilities, agencies that can blend technology with nuanced local insight are likely to win the next wave of media contracts.
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