Positioning Paper Final

Burger Planet reaches out to Women ages 30-40

For over seventy years, Burger Planet has been a popular quick food restaurant that has served 52 billion customers and counting. From classic menu items to Burger Planet’s beloved mascot, Corney the Clown, their customer service and satisfaction is second to none.

Based on the commitment we have to our customers, we want to cater to those who want to live a healthier lifestyle as well as support the increasing fight against obesity in America. We have developed a plan to promote healthier options for those wanting to improve their well being.

According to Food Fight, an article in The Washington Times, obesity in America has increased by 74 percent during the past decade to 44 million adults in 2001. According to the American Obesity Association, about 127 million adults are overweight. Health officials have classified the condition as a problem that kills 300,000 each year, according to the most recent research.

Our research within the company has shown that majority of middle-aged women don’t consider Burger Planet as a means to a healthy lifestyle. Off of this research, our campaign will be to target these women and providing a menu that is suited for them and their children.

New menu items will include all white meat chicken breasts. Customers have the option to wrap the chicken breast in lettuce for a low-carb diet option. With the bun, each sandwich comes to only 300 calories. The sandwiches sell for $3.99. They can also ask to hold the mayo for further calorie reduction. Fruit is included that can be purchased in five different types that include apples, grapes, peaches, pineapples or bananas. Each fruit package weights in at 150 calories a piece. We have also included a new line of gourmet salads. The gourmet salads will cost $4.99 a piece and weight in at only 300 calories and 150 calories without dressing.

Based on our SWOT analysis, we have identified certain categories we feel Burger Planet should focus on. Some of Burger Planet’s strengths include its large customer base and diverse menu options. We feel at the same time, the weaknesses of its health image and lack of healthy menu options creates a poor public image. We have recognized the opportunity to create healthier menu options and to increase revenue within the specified demographic. We have identified a few threats that Burger Planet is facing including other healthier food sources, dine-in restaurants, and a negative image of eating-out.

Our outcome objectives include gaining more customers, creating bigger revenue for the company, improving on the company’s image, catering to the middle aged female demographic and increasing community involvement. We believe this can be achieved through the positioning we have created in targeting the specified demographic and development of health conscious menu options.