In the 1980s, A&W sold a one-third-pound burger for about the same price as McDonald’s Quarter Pounder. A third of a pound is actually more meat than a quarter pound.
But sales were disappointing. According to Taubman, focus groups finally revealed the problem: more than half of participants questioned why they should pay the same price for 1/3 pound as 1/4 pound. They treated “3” as smaller than “4,” so 1/3 looked smaller than 1/4.
Decades later, A&W joked about the famous flop. In 2021, it brought the burger back under a new name: The 3/9-Pound Burger. Same one-third pound. Just bigger-looking numbers.
Focus groups organized by former owner A. Alfred Taubman revealed that more than half of participants thought 1/3 was smaller than 1/4 because "3 is less than 4". The Consumer backlashwas significant. Shoppers felt cheated, believing they were being overcharged for a smaller quantity of beef.
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