1/3 < 3/9

In the 1980s, A&W released a 1/3-pound burger to compete with McDonald’s Quarter Pounder at the same price point. The burger was ultimately taken off the menu due to low sales as they found out via focus groups that people didn’t realize 1/3 is bigger than 1/4.

Today, they’re reintroducing the item as the rebranded 3/9 lb. Burger, in hopes that the perceived larger number brings in more sales.

Sometimes a simple shift in your marketing language can be the difference between success and failure. For A&Ws case, we’ll have to wait and see.