Susan Senecal

President & CEO at A&W Food Services of Canada

Speaker

Susan Senecal is President and Chief Executive Officer of A&W Food Services of Canada Inc. With over 1,000 restaurants from Vancouver Island to Newfoundland, A&W is the second largest hamburger restaurant chain in Canada and is one of Canada’s leading franchisors. Having joined the company as an Area Manager, Susan has since held the positions of Regional Director of Operations, General Manager Quebec, Vice President of Operations, Chief Marketing Officer and Chief Operating Officer. In February 2018, Susan Senecal became President and CEO, becoming the fifth CEO in the Company's 66-year history, and the first-ever fully bilingual CEO and woman in the role. Throughout her time at A&W the company has undergone many significant, strategic changes, including most recently its 2023 Strategy Renewal. At the core of the strategy is the mission "Together, to excite Canada's most avid burger lovers, wherever they are, with the best tasting burgers they crave, earning even more of their visits and making A&W restaurants even more successful.” A&W is a leader in quality ingredients. Among many firsts were the launches of beef raised without the use of hormones or steroids, chicken and pork raised without the use of antibiotics and organic, Fairtrade coffee. A&W Root Beer served in the restaurants is now made from natural cane sugar and all-natural flavours. Under Susan’s leadership, A&W introduced Canada to the Beyond Meat burger made using 100% plant-based protein. Most recently, A&W launched grass-fed beef - another Canadian QSR first. Susan attributes the chain’s success to the expertise and leadership of its franchisee community, along with the talented team of corporate employees. In 2019, Susan was the recipient of the “New CEO of the Year” award from The Globe and Mail. She is a former Director and past Chair of Restaurants Canada (formerly known as the Canadian Restaurant and Foodservices Association) and was honoured with the "2024 Restaurants Canada Leadership Award of Excellence”. She has also served as Director and Chair of MS Canada and is currently its past Chair. Susan earned her Bachelor of Science degree from McGill University.