MIDLAND, Mich. (WNEM) – What started as a simple anniversary promotion turned into a massive turnout Monday at A&W in Midland, where more than 2,000 Coney Dogs were sold in a single day.
Owners Ron Penix and Matt Ackels marked the one-year anniversary of reopening the local A&W by offering $1 Coney Dogs, a nod to customer nostalgia. They originally expected to sell around 1,400.
“We knew that we were going to run a lot of volume today,” Ackels said. “But we didn’t expect it to take off like this.”
The turnout far exceeded expectations. By mid-afternoon, staff were on the phone with suppliers trying to get more products in to keep up with demand. Despite rising food costs and the added strain of tariffs, the owners say the point of the promotion wasn’t to make money, it was to show gratitude.
“The hot dog, bun and sauce alone cost more than a dollar,” Ackels said. “We’re able to change some of our costs, from other things that might increase, to some more local things that’ll help it decrease to balance out the costs.”
Vendors like Koegel Meats and Mr. Bread helped offset some of the food costs, and the team adjusted in other areas to keep things running smoothly. Penix and Ackels also donate 4% of total sales to local causes year-round.
“We want to make sure that everybody around gets the appreciation back to them that says, thank you so much for supporting us,” Ackels said.
In an industry where employee turnover is common, nearly every staff member working at the anniversary event was part of the team when the store reopened a year ago. Ackels credits a family-first culture that’s helped retain employees and build community trust.
That same approach will soon expand. The pair recently purchased both Biggby Coffee locations in Midland and plan to apply the same values of flexibility, support and community connection to those operations as well.
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