Position Paper
Burger Planet for Everyone
Goal: To reach out to our previous base customer of women in their 30’s and 40’s and to provide a new image and food choices that reflect a more health conscious company.
Target Audience: Women in their 30s and 40s who are becoming increasingly health-conscious.
Background: Burger Planet’s goal has always been to provide the best customer service possible and to remain competitive with other companies. In an effort to revamp Burger Plant’s image as a more health conscious establishment in the mind of consumers, we suggest the following to no only broaden our customers basis but also to gain back the loyalty of out target audience of women ages 30-50. Market Research has shown that they visit less often due to the fact that they think we have none or little health conscious choice for them.
Impact Objective 1: Create more healthy food options for our customers to increase business and have some be exclusive to Burger Planet.
● Process objectives and tactics:
○ Training for Chef Gerard DeBois on how to make new items
○ obtain healthier ingredients for new options
■Items to include the following:
● White Chicken Breasts
● Lettuce Wraps
● No Mayo Sandwich options
● Various Fruit Cups (This would be exclusive to Burger Planet)
● Variety of Gourmet Salads
● packets of apples, grapes, peaches, pineapple, or bananas
● chicken breast wrapped in lettuce is available for low-carb dieters.
● “the Mercury” burger- half the size of regular burgers for those on diets
Impact Objective 2: The hiring of Opal Whitcomb’s endorsed fitness guru, Jayne Petersen, and have her be the spokesperson for our new campaign. Her work with Opal Whitcomb will increase credibility of our revamp project and is a valuable resource to our goals.
● Process objectives and tactics:
○ Generate uncontrolled media messages.
■Have journalists pick up the story of our hiring and spin our new more heath conscious view. The hiring of Ms. Peterson will create a lot of hype to help this generate.
● Press Releases to all major newspapers
● Publicity surrounding living a more healthy lifestyle.
○ Create media advertisements showing her working with Burger Planet.
■Make television, radio, and newspaper advertisements.
● Create story board for video and radio and have people in our marketing department create print ad.
■Start a Social Media Campaign.
● This includes sites such as: Facebook, Twitter, and Four-Square. Set up and maintenance will be done by PR department and will offer exclusive deals for our new menu items and list tour dates of Ms. Peterson
● Team up with Korny the Clown to re-brand our famous and friendly clown mascot. (details to follow)
○ This is our Unique Selling Proposition.
Impact Objective 3: Have a new and improved Korny the Clown in order to increase children’s interest.
● Process objectives and tactics:
○ Have him be a healthy kids image.
■Pair him up with Jayne in advertisements and appearances.
■Avoid elementary schools
■Do everything possible to avoid the “Joe Camel” affect.
Research:
● Burger Planet Focus Group:
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● According to BBC News, “Nearly two thirds of men and over half of women were overweight or obese.” They performed a study and found that people who ate fast-food more than twice a week, gained on average an extra nine pounds and had double the risk of increase in insulin resistance compared to those who went less than once a week. Washington Post published, “Obesity in America has increased by 74 percent during the past decade to 44 million adults in 2001, according to the Centers for Disease Control and Prevention.” Our new food choices are more popular among women, however, they are child-friendly and delicious alternatives for males as well. We just need to let them taste it.
● According to Professor Arne Astrup, Denmark's Royal Veterinary and Agricultural University, “Appropriate action (for fast food chains) would be to reduce portions to normal sizes and to sell burgers of lean meat, whole-grain bread or buns, fat-reduced mayonnaise, more vegetables, lower-fat fired potatoes and reduced-sugar soft drinks.” Chef Dubois informed us that Burger Planet is on the right track towars the appropriate action. Burger Planet makes the most money selling soda, because of the low cost of the product to us, therefore we must advertise diet soda or bottled water to each consumer.
● “U.S. Rep. Rosa DeLauro, Connecticut Democrat, plans to introduce a bill requiring restaurant chains to put calorie information on their menu boards...The bill would add a 0.25 percent sales tax on food and drink currently taxed, except for bottled water. It also would add a 1 percent sales tax on other foods and drinks that are not taxed but considered to be sweets, according to the National Nutrient Database for Standard Reference.” If this passes, Burger Planet would need to increase our sales of bottled water food and soda by at least 1%. We have 52 million consumers, therefore a 1% increase would be 52,000 new loyal consumers needed.
