Here’s an interesting marketing strategy. A&W is trying to get more people into their restaurants by INSULTING our intelligence.
Back in the ’80s, they tried to compete with the McDonald’s Quarter Pounder by selling a THIRD-pound burger for the same price. But it failed, because people were confused by fractions . . . and thought a quarter pound was BIGGER than a third of a pound.
So now A&W is bringing that burger back, but changing the name. Instead of a “Third-Pounder,” they’re calling it a ‘THREE-NINTHS” pound burger.
Obviously the whole thing is tongue-in-cheek. But they’re hoping the bigger numbers will make people understand it’s larger than a Quarter Pounder, not smaller.
(Here’s their new ad.)