Two new restaurant concepts were introduced in the fall of 2009. The new standalone restaurant design is ultra modern but with some architectural markings reminiscent of the design in the earlier buildings erect from A&W back in time. There is also a new separate format for urban (i.e., downtown) locations, where some of the baby-boomer aspects are scaled back in favour of a more modern look. On November 21, 2013, the chain opened its 800th location in downtown Montreal. The company's advertising also shifted to a focus on animal welfare, such as chicken and beef raised without antibiotics.