Last year a chain of fast-food restaurants, whose menu had always centered on hamburger, added its first vegetarian sandwich, much lower in fat than the chain's other offerings  Despite heavy marketing, the new sandwich accounts for a very small proportion of the chain's sales  The sandwich's sales would have to quadruple to cover the costs associated with including it on the menu
Since such an increase is unlikely, the chain would be more profitable if it dropped the sandwich
An attempt by the chain to introduce a lower-fat hamburger failed several years ago, since it attracted few new customers and most of the chain's regular customers greatly preferred the taste of the regular hamburger.