Fractions still work the same way. The thing is Americans would think the 1/100 is bigger than 1/2, because 100>2. Doesn't matter what unit you start with
Edit: I see what you're saying with the names. But do you think the average american knows that a quarter pounder is less than a third pounder?
Recently it occurred to me that in the US we have 25¢ coins but $20 bills. It never bothered me before but it's really odd. Especially when many other countries have 20"¢" coins.
20¢ coins would be better for transitioning away from smaller denominations of coins. If you got rid of everything smaller you could drop a decimal place.
I see this repeated all the time and I'm sure there's some truth to it, but A&W burgers are also disgusting and more expensive than their competitors. So there's that.
The A&W research firm organized focus groups. The results revealed that many participants mistakenly believed that one-third of a pound was smaller than one-fourth (quarter) of a pound. Focus group participants expressed confusion over the price, asking why they should pay the same amount for a "smaller" third-pound burger.
This misunderstanding stemmed from consumers focusing on the numbers "3" and "4," leading them to conclude that one-third (1/3) was smaller than one-fourth (1/4), even though the opposite is true.[2]
A similar explanation appeared in The New York Times in 2014, citing the third-pound burger as one of the most vivid examples of consumer arithmetic failure.[3] In taste tests, customers actually preferred A&W's burger to McDonald's, and it was less expensive.
According to a CBC report, more than half of the people surveyed about the burger said they didn't buy it because they thought they were getting less meat.[4]
This is even more interesting if you notice that Americans use fractions a lot, maybe even more than countries with metric system. It’s 1/2 pound, 5/8 inch, 3/4 mile and so on. Countries with metric system just change the units. Typically we don’t say 1/2 km, we say 500m.
If we're talking about a focus group specifically comprised of regular fast food consumers, you're already kinda pre-selecting for the lowest common denominator.
No surprise that this segment would have lower education overall
They are actually 1/10 lol. I think that's why, they don't want ppl to know how tiny those patties are. I add two patties to bring it up to 4 total at 4/10 lb, puts it 1 patty shy of a double quarter pounder.
Yes, I've literally seen baked goods advertised like that. One bakery in my town is proud of its bigger-than-average pretzels and puts the weight right there on the ad posters.
I hear this type of take often but I'm skeptical that it happened (originally heard it as McDonald's doing it, not A&W) and I'm skeptical that it's the reason it failed.
You could test this by setting up a food stall that sells something like this as a control.
6 pc for $5
9 pc for $5
12 pc for $9
Then do something similar with the burgers. See how many people inherently want more for the same price. Then switch it up so the middle one is cheaper. Switch the ordering of the lists as well. Etc.
Do I think some people just don't understand fractions and think third is less? Sure. But I think there are too many variables to say that's it alone. If someone is that bad with math, it's gonna matter if you write it as ½ ⅓ ¼ or half third quarter. Then it's gonna matter if they ask what the ⅓ means versus if the cashier asks if they want "half, third, or quarter".
All that to say, I think there are definitely some people who don't inherently want more food, even if it's the same price (and maybe even if it's cheaper) and I'm not sure how many people like that there are versus people who are bad at the math aspect. Throw in stuff about how the menu is presented and I just don't see how we can really come to this conclusion.
Shout out to the time my buddy realized it was 1¢ cheaper to get two 6 of meals than one 12 pc meal. (Basically 6 of was like $5.99 and 12 pc was like $11.99 or whatever.)
There's plenty of blunders like this. Like when JCPenny's just gave great prices and sales dropped because if something is $50, that's too much. But 75% off from $200, well, that's a deal! We know more about the JCPenny one, because it happened in 2012 and not 1980-something
Is that like a crab cake as a burger? What's up with the giant chunks of cucumber? That sweet and sour sauce running down it is gonna make that so messy and the bun is gonna be sliding off in both sides and soaked through.
Christ that is more cursed a burger than an A&W burger could ever be.