Final: Position Paper

Burger Planet

Getting in Shape with Our New Active Menu at Burger Planet.

In recent years, Burger Planet has seen a decline in its' primary customers: women between the ages of 30 and 50. These women have children and earn an income below $75,000. Even though Burger Planet is the easiest choice for busy mothers on a budget it may not be the healthiest and Burger Planet's customers are starting to realize this. Burger Planet's research department recently went on a nationwide quest to find out what our customers are looking for in a fast food restaurant. The department found that our customers wanted to see healthier options on the menu. Many suggested grilled chicken, fruit, vegetables, and bun substitutes as options for those not interested in our classic French fries and milkshakes.

Burger Planet cannot afford to lose its customer base, which is why we are proposing to add healthier items to our menu. In a recent study published by marketresearch.com they found that the health food market is estimated at $14.7 billion and expected to grow 12 percent annually. If we add healthier options to our menu we will not only keep our original customer base, but also have the potential to grow 12 percent each year.

In promoting our new menu options we would like to use our mascot, Corny the Clown, because he is clearly identifiable with the Burger Planet name and can help children get excited about the new healthier changes. We would also like to get support from the parents by using a professional from the nutrition industry that can easily be recognized. We have contacted fitness guru Jayne Petersen who has agreed to help support our changes and advise the chef with the new menu options.

Customers may be adverse to the new changes we make, but with the support from within and without the company we may see the benefits of our labors. Although statistics greatly support the large consumption of fast food the trend to eating healthy still remains in effect. The research we have found supports our movement into the heath food sector. Billions of dollars are being made through this sector and now is a prime opportunity for our company to earn a percentage of that. The following is the research we found:

According to Mario Levi Mendias owner of Myfit.com:

Fifty million people in the US are dependent on fast food.

Eighty percent of people eat fast food out of convenience.

Americans spend over $110 billion for different types of fast food.

According to Jim Smithson, owner of Lifestyle Magazine:

Twenty-five percent of Americans eat fast food every day.

Americans spend more money on fast food than on education, personal computers, and new cars combined.

After concluding our research we're determined to appeal to both the fast-food lovers and the health-conscious. Over the next six-month period we hope that our new menu will increase sales by 12 percent. Through a number of press releases and TV advertisements we hope to get the word out about Burger Planet's endeavors to promote a healthy lifestyle for our customers.