W attempted to capitalize on the success of the Quarter Pounder—and drum up a little competition for Ronald and friends—by introducing the family nobody wanted pdf 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. But when it came down to actually purchasing the third-pound burgers, most Americans simply would not do it.
W ordered more tests and focus groups. W burger for the smaller Quarter Pounder, the reason became clear: Americans suck at fractions. More than half of the participants in the Yankelovich focus groups questioned the price of our burger. 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. The customer, regardless of his or her proficiency with fractions, is always right. That one is gone now, too, but the mighty Quarter Pounder remains a mainstay. You know whether you prefer chicks to bunnies, fresh to stale, or plain to chocolate-covered.
IT USED TO TAKE 27 HOURS TO MAKE A PEEP. That was in 1953, when Sam Born acquired the Rodda Candy Company and its line of marshmallow chicks. Back then, each chick was handmade with a pastry tube. Just Born quickly set about automating the process, so that it now takes just six minutes to make a Peep. 5 MILLION PEEPS ARE MADE EVERY DAY.
All of them at the Just Born factory in Bethlehem, Pennsylvania. In one year, the company makes enough peeps to circle the earth—twice! YELLOW CHICKS ARE THE ORIGINAL PEEP, AND STILL THE FAVORITE. Pink is the second best-selling color. THE RECIPE HAS STAYED PRETTY MUCH THE SAME. The recipe begins with a boiling batch of granulated sugar, liquid sugar, and corn syrup, to which gelatin and vanilla extract are later added.
Since Just Born turned Peeps-making into an automated process, the chicks have been carefully formed by a top-secret machine known as The Depositor. Created by Sam Born’s son, Bob, The Depositor could manufacture six rows of five Peeps apiece in a fraction of the time it took workers to form them by hand. And that same machine that Bob built has been keeping the Peeps flowing ever since. In 2014, the company announced that it was planning to renovate its manufacturing plant, including The Depositor. Matthew Pye told Candy Industry Magazine.
Bob Born made it from scratch in 1954 and it allowed us to distribute and grow the brand nationally. THE NEW EQUIPMENT COULD MEAN NEW PEEPS INNOVATIONS. CEO Ross Born told Candy Industry magazine about the new depositor, which will be able to produce a wider variety of Peeps in all sizes. The Peeps line did one thing and one thing very well—cranking out chicks day in and day out. THE EYES ARE THE FINAL TOUCH.