A&W 1/3 Pound Burger Fail
Introduction
A&W is a well-known fast-food chain that has been serving burgers for over 100 years. However, in 2018, A&W introduced a new burger that failed miserably. This burger was the 1/3 pound burger, and it was supposed to compete with other fast-food chains' burgers, such as the Quarter Pounder from McDonald's. But why did the A&W 1/3 pound burger fail? Let's dive in.
The Marketing Strategy
Before we discuss the reasons behind the failure of the A&W 1/3 pound burger, let's look at their marketing strategy. A&W advertised their new burger as a fresh, never frozen, beef patty that was bigger and better than their competitors. They also claimed that their burger was made with high-quality ingredients and was superior in taste. However, this marketing strategy did not work in their favor.
The Price Point
One of the reasons why the A&W 1/3 pound burger failed was due to its price point. A&W priced their burger at $6.99, which was higher than their competitors' burgers. For instance, McDonald's Quarter Pounder was priced at $5.29. Customers were not willing to pay an extra $1.70 for a larger patty that they did not perceive as being of higher quality.
The Saturated Fast Food Market
The fast-food market is highly saturated with many options available to customers. A&W did not differentiate their new burger from their competitors' burgers in terms of taste or quality. As a result, customers did not see the need to switch from their usual fast-food chain to A&W.
The Name Confusion
Another reason for the failure of the A&W 1/3 pound burger was the name confusion. Customers were confused about the size of the patty, and some thought that the burger was smaller than the Quarter Pounder. This confusion led to a lack of interest in trying the burger.
Lack of Innovation
A&W did not offer anything innovative with their new burger. They simply made the patty larger and claimed it was of higher quality. However, customers were looking for something different and new. A&W failed to deliver on this aspect, and as a result, the burger did not create a buzz.
The Final Verdict
The A&W 1/3 pound burger failed due to a combination of factors, including the price point, lack of innovation, name confusion, and the highly saturated fast-food market. A&W did not differentiate their burger from their competitors' burgers in terms of taste, quality, or innovation. In conclusion, the A&W 1/3 pound burger was a failed attempt by the fast-food chain to compete with other fast-food chains' burgers.