What are the new measures taken by A & W Restaurant, which lost to McDonald's for a surprising reason?



Founded in 1919, the American fast food chain '

A & W Restaurant ' has stores only in Okinawa Prefecture in Japan, but has more than 1,200 stores in 16 countries and regions, mainly in the United States and Indonesia. It is reported that the menu has been renewed based on the past when such an A & W restaurant was defeated by McDonald's.

The Truth About A & W's Third-Pound Burger and the Major Math Mix-Up | A & W Restaurants
https://awrestaurants.com/blog/aw-third-pound-burger-fractions

A & W Turns its'Worst Marketing Fail' Into a New Burger | QSR magazine
https://www.qsrmagazine.com/news/aw-turns-its-worst-marketing-fail-new-burger

One of McDonald's popular products in the United States is the Quarter Pounder . The name comes from the fact that the burger patty weighs a quarter pound = about 113 grams, and was also offered at McDonald's in Japan until 2017.


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Cookie M

In the 1980s, A & W restaurants dropped a 'third pounder' on a new menu to compete with rival McDonald's quarter pounders. The third pounder was sold because the burger patties weighed one-third of a pound before cooking, or about 151 grams, and were more voluminous than McDonald's quarter pounders.

The A & W restaurant offered a third pounder at the same price as McDonald's quarter pounder, and appealed by slamming commercials on TV and radio, but the third pounder did not sell at all. Alfred Taubman , the owner of an A & W restaurant at the time, didn't know why the third pounder suffered a big defeat despite the same price, so he asked a market research firm to do the research.

As a result, it turned out to be amazing. Many of the survey participants were wondering about the price and weight of hamburgers: 'Why should I pay £ 1/3 for the same price as £ 1/4 of meat?' .. In fact, the majority of participants did not understand the magnitude of the fraction that 'one-third is greater than one-quarter.'

In his book, Taubman wrote, 'The findings have taught us that the messages we send to our customers through marketing and sales information can be less confusing and persuasive than we think.' I am commenting.

And in October 2021, A & W Restaurant announced that it would change the brand name of its third pounder to dispel the bitter memories of more than 30 years ago.

The following is the announcement movie released by A & W Restaurant.

The A & W 3/9 lb. Burger | A & W Restaurants --YouTube


The mascot's Great Root Bear, commonly known as Rooty, is doing a lot of calculations on paper.



A newspaper article on the blackboard reports that 'A & W Restaurant's Third Pounder is defeated!'



The calculator on the desk says '0.3333333'.



Rooty gets stuck in the calculation, crumples the paper and throws it.



However, it seems that he had an idea.



The idea was to write 'three-ninths' instead of 'one-third.' In other words, the third pounder changed, the three nine spawner. If it is 3/9, the denominator and numerator are larger than 1/4, so even if you can't do math, you can understand at a glance that it is larger than 1/4.



note that. The official Twitter account of A & W Restaurant says, 'Three nine spawners can be ordered until they are out of stock. If they are sold out, you can make a special two-six (two-sixths) pounder at no additional charge.' I am commenting.

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in Video,   Junk Food, Posted by log1i_yk