Description
The hilarious and sad story of how A&W failed to sell a bigger burger because customers thought 1/3 was smaller than 1/4. "The Math Mistake - Why Americans refused to buy a bigger burger" analyzes a legendary marketing failure. In the 1980s, A&W launched a "Third Pounder" burger to compete with McDonald's "Quarter Pounder." It was bigger, tasted better in blind tests, and cost the same. It should have been a hit. Instead, it flopped.Business writer Michael Stone reveals the findings of the post-mortem focus groups: The customers felt cheated. They refused to buy a 1/3 pound burger because they believed that 3 is smaller than 4, so they thought they were getting less meat than a 1/4 pounder."The Math Mistake" is a case study in knowing your audience. It illustrates that in business, perception is reality, and if your customers are bad at fractions, you cannot win with logic.
