Why No One Wanted A&W's Third-Pound Burger

Getty
Getty

Americans have loved McDonald’s Quarter Pounder ever since a franchisee introduced the iconic burger to the country in 1972. In the 1980s, A&W attempted to capitalize on the success of the Quarter Pounder—and drum up a little competition for Ronald and friends—by introducing a third-pound burger. The bigger burger gave consumers more bang for their collective buck. It was priced the same as the Quarter Pounder but delivered more meat. It even outperformed McDonald’s in blind taste tests, with consumers preferring the flavor of A&W’s burger.

But when it came down to actually purchasing the third-pound burgers, most Americans simply would not do it. Baffled, A&W ordered more tests and focus groups. After chatting with people who snubbed the A&W burger for the smaller Quarter Pounder, the reason became clear: Americans suck at fractions. Alfred Taubman, who owned A&W at the time, wrote about the confusion in his book Threshold Resistance:

More than half of the participants in the Yankelovich focus groups questioned the price of our burger. "Why," they asked, "should we pay the same amount for a third of a pound of meat as we do for a quarter-pound of meat at McDonald's? You're overcharging us." Honestly. People thought a third of a pound was less than a quarter of a pound. After all, three is less than four!

Not understanding that a fourth is actually smaller than a third, many consumers eschewed the better-tasting burger in favor of the one they thought was the better deal. According to Taubman, A&W recalibrated their marketing, saying, “The customer, regardless of his or her proficiency with fractions, is always right.”

Apparently undaunted by the average American’s less-than-average math skills, McDonald’s tried their own version of the bigger burger, the “Angus Third-Pounder,” in 2007.

Getty

It didn’t last, but they gave it another shot with the “Sirloin Third Pounder” just last year. That one is gone now, too, but the mighty Quarter Pounder remains a mainstay.

Wisconsin Brewery Rolls Out a Candy Corn Beer

iStock.com/AleksandarNakic
iStock.com/AleksandarNakic

Move over, pumpkin ale. A brewery in the Milwaukee area has brewed up some candy corn beer just in time for Halloween. According to WMUR News 9, the sugary cream ale will be served on tap at the Westallion Brewing Company in West Allis, Wisconsin, throughout October.

The divisive confection is typically made from sugar, corn syrup, gelatin, and artificial coloring, but the brewery decided to make its own flavoring. “Instead of smashing up some candy corns and throwing them in our beer, we made our own candy corn out of less beer-destructive ingredients and threw them into our beer!” the brewery said in a Facebook post. “At the base, we created a cream ale using lactose sugars to keep some sweetness, but added Simcoe hops to create a bit of a bite and a balance (and maybe help remind us that it’s still beer?).”

While candy corn beer is likely to be less popular than its seasonal pumpkin counterpart, other breweries have taken on the challenge in the past. In 2016, The Star Tribune reported that a candy corn imperial ale was “scary popular” at Urban Growler, a microbrewery in St. Paul, Minnesota. "It started as a joke three years ago when we needed to come up with a fall beer," co-owner/master brewer Deb Loch told the paper. "It went over so well that we had to make it every year."

Cigar City Brewing in Tampa, Florida, has also made a Candy Corn IPA in the past, and one brave soul sought advice from the Homebrewtalk.com community in 2009 on how to brew an appropriate beer for a “Hate Candy Corn Party.” Some inspiration for your next Halloween bash, perhaps?

[h/t WMUR]

Find the Best Wine to Pair With Your Favorite Halloween Candy

iStock/vadimguzhva
iStock/vadimguzhva

When you're a kid, Halloween is all about the candy. Unfortunately, the more sophisticated palate that often comes with adulthood can dampen the former thrill of a holiday that’s largely about cheap scares and even cheaper candy.

Thankfully, the folks at Vivino, a popular wine app, have found a way to help elevate the Halloween candy game (and with it, your joy). Their “Halloween Candy and Wine Matchmaker” pairs popular candies, from Skittles to Swedish Fish, with wine selections, to make sure your many treats complement one another.

As Vivino founder Heini Zachariassen told The Huffington Post, "Our candy and wine matchmaker is a fun way for our users to learn and talk about wine in a way that feels relatable and fun. Besides, Halloween is scary enough, we don't think picking a wine needs to be."

The best news of all? Many of the wines and candies have multiple pairing options—which means you can try out different flavor combos faster than you can say “trick or treat.”

SECTIONS

arrow
LIVE SMARTER