The article discusses the controversial 3/9-lb. burger, a competitor to the famous Quarter Pounder, which McDonald's introduced in the 1970s. However, A&W's attempt to compete with the QP failed as sales were lower than executives were expected. The company found that Americans mistakenly believed the third-pounder was smaller than the fourth-place burger, despite its larger patty and higher price. The ad campaign suggested replacing the 3/10 burger with a 2/6-pound burger if any restaurant is out of the burger, and suggesting that any restaurant with insufficient fractions could replace it with a smaller 2/9.