In the 1980s, then-owner A. Alfred Taubman launched the "Third is the Word" campaign to promote A&W's new third-pound burgers and compete with another brand's smaller quarter-pound burger.
Taubman recounted this example in his book, Threshold Resistance. "We were aggressively marketing a one-third-pound hamburger for the same price...but despite our best efforts, including first-rate TV and radio promotional spots, they just weren't selling."
Confused why A&W's burgers weren't able to compete even though the burgers were priced the same as their competitors, Taubuman brought in a market research firm.
The firm eventually conducted a focus group to discover the truth: participants were concerned about the price of the burger. "Why should we pay the same amount for a third of a pound of meat as we do for a quarter-pound of meat?" they asked.
It turns out the majority of participants incorrectly believed one-third of a pound was actually smaller than a quarter of a pound.
Despite the confusion, Taubman took an important lesson from the experience: "Sometimes the messages we send to our customers through marketing and sales information are not as clear and compelling as we think they are."
Information on working terriers, dogs, natural history, hunting, and the environment, with occasional political commentary as I see fit. This web log is associated with the Terrierman.com web site.
Saturday, August 14, 2021
True Story
A true story. From the A&W Restaurant web site:
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