Position Paper: Final

This is paper includes promotional ideas that will change Burger Planet’s image to burgers and fries, and healthy food, especially targeting those consumers who are becoming increasingly health-conscious.

Market research has shown that women have stopped going to Burger Planet, particularly the women between the ages of 30 and 40. (applebees.com) The increase in social and media relations will help represent Burger Planet in a positive, healthy and competitive way. There will be a new tagline for Burger Planet incorporated; “options for all appetites.”

Trends are shifting towards healthier foods and with the recent popularity of shows such as “Biggest Loser”, “Dancing with the Stars” and healthy cooking shows, women between the age of 30 and 40 want to get in shape and live healthier and longer lives. Burger Planet is working towards making that easier for consumers. With the improved menus, Burger Planet is on the verge of becoming one of the healthiest fast food chains in the nation.

While it is important to have healthier menu items, it is still essential to keep the old menu as well. There is still a loyal customer group who love our traditional burger and fries. However, now customers can still enjoy a great meal, without having to eat greasy food, thanks to grilled chicken breasts and green options such as fruits and vegetables. Applebee’s has seen more business from their new menu that offers 550 calorie meals or less. (https://pantherfile.uwm.edu/mcbridej/www/pressrelease.html.) We want to show customers that they can get a great fast food meal with less than 300 calories.

The intentions of doing this are to get better reviews from customers as they notice the goals Burger Planet sets to help the American public. By offering more variety to the menus, the aim is to bring new audiences to Burger Planet. Fitness guru’s across the country will catch wind of this change and begin to take advantage of our menu.

Testimonials
Testimonials from a variety of figures in the Burger Planet company such as CEO, James E. Muellenbach III, Chef, Gerald Debois, Jayne Petersen, and a few of Burger Planets 52 billion satisfied customers all confirming our message of Burger Planets delicious tasting food and healthy options. These testimonials will appear in O-enterprises magazines, Health Weekly and other health magazines.

TV ads
Burger Planet will construct an ad that features prominent athletes and also Jayne Petersen who will help show the ‘fresh’ side of Burger Planet. Many vegetables and fruits will be shown to incorporate the message of healthy options.

Objectives
The impact objectives for these goals include raising awareness of Burger Planet’s options for all appetites. The idea is to also bring more consumers that prefer fresh and healthy food over burgers and fries.
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Tyson McKell Stephanie Jakob
Public Relations Head
435-555-9090