No One Wanted A&W's Third-Pound Burger (2016)
Americans have loved McDonald's Quarter Pounder ever since a franchisee introduced the iconic burger to the country in 1972. In the 1980s, A&W attempted to capitalize on the success of the Quarter Pounder-and drum up a little competition for Ronald and friends-by introducing a third-pound burger. The bigger burger gave consumers more bang for their collective buck. After chatting with people who snubbed the A&W burger for the smaller Quarter Pounder, the reason became clear: Americans suck at fractions. More than half of the participants in the Yankelovich focus groups questioned the price of our burger. "Why," they asked, "Should we pay the same amount for a third of a pound of meat as we do for a quarter-pound of meat at McDonald's? You're overcharging us." Honestly. People thought a third of a pound was less than a quarter of a pound.