Burger Planet Positioning Paper: Final
As the PR team assigned to Burger Planet’s image building, we have decided to focus on several strengths of your company. The specific topics we wish to focus on are: the advances in menu options targeted towards healthy eating, not forgetting the basics that Burger Planet has built their legacy on, and the introduction of our new staff health expert, Jayne Peterson.
Over the last 47 years obesity has been on a steady rise. Over half of American adults are overweight, and nearly a quarter actually qualify as obese, according to the National Institutes of Health. People are looking for anyone to blame for this epidemics but themselves. $100 billion is spent on the top six fast food chains each year according to Todd G. Buchholz in his article, “Burgers, Fries and Lawyers.” He says that with the money spent on books such as Fat Land and Fast Food Nation it has become fashionable to denounce restaurants with sins stating that, “They make people fat.” As a result the first lawsuit against McDonald’s blaming them for the individual’s obesity was filed. Judge Robert W. Sweet suggested that the McDonald’s suit could “spawn thousands of similar ‘McLawsuits’ against restaurants.” According to our company’s research, our target audience, women 30 to 40-years-old with families, are those who are most concerned with the rise in obesity. We feel that it is of extreme importance that individuals are educated in a way that will keep them from going down a dangerous path of obesity.
Burger Plant is known for our time-honored tradition of providing the best quality to customers. Burger Planet’s goal is to keep up with advances in the needs of families. Health problems continue to rise as families find less and less time to plan healthful meals. Burger Planet’s promise is to continue providing a product of optimal quality while watching out for the health of our consumer patrons. Burger Planet now offers several menu options that can easily replace meal options for less calories and fat without skimping on taste. We assume our priority of providing healthy options for every American citizen. Burge Planet’s plentiful menu options offer individuals the opportunity to choose an item that best fits their lifestyle; or gives them the opportunity to choose a healthy alternative to their favorite menu items. We offer low-carb menu alternatives, an array of salad meal options, and side replacements for French fries or onion rings.
Burger Planet wants families to be healthy; we also want patron customers to eat the foods they have been enjoying for decades. With Burger Planet’s introduction of new menu options, individuals are able to get exactly what they want: If dad wants a cheeseburger, mom wants a healthy salad, and the kids want fruit sides instead of fries, they are all able to get exactly what they want at the same place. As the PR team, we want to focus on this aspect heavily. In several cases, families take trips to several locations to give each individual family member what they truly want. Burger Planet’s introduction of their new menu items makes this establishment a one-stop meal location sure to please everyone.
Healthy food alternatives are just the beginning of educating individuals on living a healthy lifestyle. Company officials brought on a well-known health advocate, Jayne Peterson, to help shed light on the obesity epidemic our nation faces, and healthy lifestyle options. CEO James E. Muellenback III said, “Burger Planet cares about its customers. By hiring Petersen as a spokesperson, women will see her as an advocate for their fight to maintain a healthy lifestyle.” Muellenback stated, “Jayne Petersen and Burger Planet share a commitment toward health. The women Jayne Petersen has helped lose weight eat at Burger Planet. Burger Planet and Jayne Petersen are launching a comprehensive program to assist those women in eating healthy.” Many women look up to Petersen. She is an icon for the fit, happy lifestyle that her fans crave. By adding Petersen to our staff women will see how serious Burger Planet takes our consumers health and feel guilt free when bringing their family to our restaurant.
In order to raise awareness of Burger Planets focus on health we will promote a campaign with ads while Jayne Peterson with Corny the Clown, Burger Planet’s beloved mascot, will visit venues across the country introducing helpful health tips and hosting community events.
When awareness is raised, people will come to Burger Planet without feeling guilty about the food they eat. This will benefit our customers and our overall sales and our reputation in the community. We do not wish to target one group of individuals exclusively, but rather as an appealing choice to individuals across the spectrum. All age groups and individuals are targeted in this introduction of new menus items without excluding the all-time favorites.
Burger Planet pledges its support to aid families and individuals in making healthful lifestyle changes. We make the transition easy with help from our on-board health expert, Jayne Peterson, as well as making easy alternative menu options to promote that lifestyle.
Contact:
Mallory Hughes Allen
208-312-1953
Sources:
http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=11611294&site=ehost-live“>Are Fast-Food Establishments Making Americans Fat?
this looks really good. i think that you have covered all of the bases (lawsuits, BP image, plan, etc.). nice work!
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