A&W recently launched its newest recipe, an all-new limited-time offer Teen Burger featuring a unique Hot Honey BBQ sauce developed in partnership with BULL’S-EYE, called the Hot Honey BBQ Teen Burger.
While hot honey has dominated other QSR menus with the likes of pizza and fried chicken, A&W saw an untapped opportunity to bring it to the beef burger space—predicting that hot honey is transitioning from a trend into a permanent staple, much like salted caramel did years ago.
Karan Suri, A&W Canada’s Senior Director of Innovation, who previously led culinary teams for top luxury hotels worldwide and possesses a wealth of knowledge on food trends, spoke with Retail Insider about trends in the industry.
How does A&W Canada identify emerging food and flavour trends, and what research or consumer insights led the company to introduce hot honey in the Teen Burger rather than in other menu categories?
Our recipe development process focuses on identifying flavours that resonate with Canadians and finding a unique A&W way to deliver them. While hot honey is currently trending, it is almost exclusively paired with pizza or fried chicken. We saw an opportunity to disrupt that pattern. The juiciness of our grass-fed beef perfectly complements sweet and spicy flavours. This created the perfect opportunity to collaborate with BULL’S-EYE to create a custom, hot-honey-infused BBQ sauce to complement our beef burgers.
What criteria do you use to determine whether a flavour is a short-lived trend or has the potential to become a long-term menu staple, and how does A&W assess the commercial potential before launching a limited-time offer?
Determining if a flavour profile is a short-lived fad or has the potential to become a staple is usually driven by our market research. We keep a close eye on how it’s being received online and track adoption patterns to gauge a flavour’s true longevity. Once we decide to put our own A&W spin on it, we test the recipe in select restaurants first. This gives us a chance to listen to feedback, make tweaks and fine-tune the kitchen operations so we’re confident that all our guests will love it.
How did A&W work with BULL’S-EYE to develop the Hot Honey BBQ sauce, including the research and product development involved in balancing sweetness, heat and the flavour profile of the Teen Burger?
Our collaboration with BULL’S-EYE brought together the appeal of hot honey and the bold, smoky flavour of BBQ in a way that complements the Teen Burger. The goal was to achieve a balance of sweetness, heat, and savoury depth that enhances the classic ingredients of a Teen Burger. It was essential that the sauce bring something new to the experience while remaining a natural fit for our Teen Burger recipe. I am thrilled that this collaboration delivers an exciting, fresh experience built on a familiar A&W classic.
What business considerations go into deciding whether to introduce a new flavour through a limited-time offer, including ingredient costs, operational complexity, customer demand and the potential for a permanent menu addition?
At A&W, we always start with our guests and focus on what excites them! While managing supply chains, costs, and operations ensures we are delivering consistent quality and taste our guests expect, what appeals to Canadians always leads our decision making.
Limited-time offers give us an opportunity to introduce something new, see how guests respond and continue exploring ways to bring fresh experiences to our menu.
Looking ahead to 2027, which emerging flavour trends do you expect to influence Canada’s quick-service restaurant sector, and how is A&W evaluating new ingredients, flavour combinations and menu concepts to respond to changing consumer preferences?
Looking ahead to 2027, Canadians are seeking unique culinary experiences without compromising on quality. We see a growing interest in elevated comfort foods that feature inventive, globally inspired elements like hot honey, smoky pepper profiles, and vibrant citrus heat. When evaluating these emerging concepts, our focus is always on how an A&W twist can enhance our core menu, whether by pairing distinct seasonings with our grass-fed beef or creating unexpected flavour pairings for our chicken or vegetarian offerings.
When evaluating what to introduce to our menu, we always keep in mind what will ultimately delight and appeal to our guests. We saw a growing demand a while back for alternative protein among our multicultural guests, which is why we introduced options like the Masala Veggie Burger to our permanent menu.
At the same time, guests are looking for greater customization and mindful choices that still deliver on taste. This inspires us to explore simple, high-quality ingredients while expanding possibilities in other menu areas, particularly handcrafted beverages where guests can personalize their flavour profiles. By blending these innovative ideas with our commitment to great-tasting, thoughtfully sourced ingredients, we continue to offer Canadians exciting new ways to enjoy their visits to A&W.
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