According to Spring (2002), in 2002, YUM! Brands acquired a&W and Long John Silver's; at that time, the company reported that, "The acquisition allows us to accelerate our multi-branding strategy and...to be expanded international leaders...in chicken, pizza, Mexican and seafood" (quoted in Spring at 203).

As noted above, the company's motto is, "Our passion is to put YUM on our customer's faces all over the world," and this marketing approach appears to be paying big dividends. Indeed, Spring notes that YUM! Brands is currently a leader in the construction and operation of themed environments: "For instance, in 1922, the a&W logo was created by Roy Allen and Frank Wright to represent their two last names. Opening in Lodi, California, the men constructed an outdoor stand that looked like a root beer barrel. In 1923, a&W developed the first car-hop service initiating the spread of drive-in restaurants. Later restaurants relied on...
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