A&W is cleverly making up for a decades-old marketing fail with the release of its new 3/9 lb. Burger.
Back in the 1980s, A&W released a hefty 1/3 Pound Burger that was designed to compete with McDonald's iconic Quarter Pounder. While A&W's burger was bigger and juicer than McDonald's Quarter Pounder, consumers wrongly assumed A&W's burger was the smaller of the two. As a result, the campaign went down in history as a major failure.
Now, the brand is turning that failure on its head by releasing a burger that tells fans exactly what it's all about. A&W's new 3/9 lb. Burger is a clever rebranding of the original 1/3 Pound Burger. The new version features two 100% US Beef patties, two slices of American cheese, bacon, lettuce, tomato, onions, pickles, and mayo, all served on a lightly toasted bun.
The new 3/9 lb. Burger is now available at all participating A&W locations across the U.S. for a limited time,
Image Credit: A&W
What's Driving This Trend
- Bigger Burger Trend
- There is an opportunity for restaurants to offer larger burgers and compete with iconic brands, like McDonald's, by highlighting the size of their burgers.
- Rebranding Strategy Trend
- Restaurants can rebrand and promote menu items that were unsuccessful in the past to generate new interest and customers.
- Limited Time Menu Item Trend
- Offering limited-time menu items can create a sense of urgency and encourage customers to try new items they might not have otherwise.
Who This Affects Most
- Fast Food Industry
- Fast food chains like A&W can capitalize on the popularity of burger chains and compete by offering unique and innovative menu items to attract customers.
- Restaurant Industry
- Restaurants can learn from the rebranding strategy of A&W and market their previously unsuccessful menu items to create new interest and customers.
- Limited-time Menu Industry
- The limited-time menu industry is an opportunity for restaurants to create seasonal menus items, special promotions, and exclusive menu items to increase sales.
