PR SolutionsAnnekah Martinez
Ryan Miller
Leilani Vaiaoga
Amber Winward
Burger Planet Postioning ProposalBurger Planet is one of the most successful fast-food chains, serving 52 billion customers worldwide with its 8,921 franchises in every state and 17 countries abroad. James E. Mullenbach I founded the company in 1934 and since then has transformed Burger Planet into the leader of the quick service restaurant industry.
Burger Planet has grown tremendously throughout the years and the fast-food chain has sustained success due to customer loyalty and their simple formula of selling burgers, fries and soda that has taken a likening to their consumers.
However, recent studies concluded that Burger Planet’s target consumers, women ages 30-50, have become increasingly health conscious and have stopped going to Burger Planet. It is not too uncommon to find that women are watching their caloric intake and spending their money on meals that cater to a diet-crazed demographic.
In a focus group, conducted on its base consumer by Burger Planet in Illinois, research and opinions showed Burger Planet no longer appeals to women who watch their figure and are trying to lose weight.
A 39-year-old waitress who used to frequent Burger Planet weekly has stopped eating there claiming that Burger Planet has caused her weight to reach an undesirable 150 pounds. “I just made a decision that before I turn 40, I’m going to lose weight. So I had to give up some luxuries, like Burger Planet.”
According to
http://www.helpquide.org/ , consumers on the go are paying special attention to what they order off the fast-food menu and are looking for healthier meal alternatives. Consumers are ordering items with more vegetables and leaner meats, substituting water for soda and watching their portion size.
Fast–food competitors like McDonalds, Hardee’s and Burger King have also noticed a change in their demographic and have started to cater to their health conscious consumers, by introducing healthier meal alternatives on their menus as well. All three fast-food chains have tried to position themselves as being healthy, however they lack in certain areas that Burger Planet hopes to excel in.
Strategic Plan
Burger Planet is looking to appeal to middle-aged women, ages 30-50 who have become increasingly health conscious by introducing a new line of healthier meal alternatives on their existing menu. In order to build the image of Burger Planet and cater to health conscious consumers we plan to team up with health expert Jayne Peterson. We also plan to focus on Burger Planets brand recognition, customer loyalty and sustaining the success within the company that we have built.
· HEALTHY MEAL ALTERNATIVES
Healthy new meal options will be introduced to help overcome target audiences health concerns. Healthier alternatives include white meat, no mayo, options with no bun, fruit sides and more salads. By making these changes to our menu we intend to increase market share with our target consumers and show that Burger Planet is willing to listen to the customers concerns. We want to build credibility and trust with our consumers, and convey an image that we too are looking towards being a more health friendly fast-food chain.
In order to find determine what our target audiences want on our menu we will hold focus groups and make changes accordingly.
· THE SUCCESS OF BURGER PLANET
Burger Planet will also strive to raise their credibility of Burger Planet’s commitment to healthy options. Our global outreach is imperative and Burger Planet relies on their loyal clientele and brand recognition to excel in the industry.
Burger Planet serves 52 billion customer and counting with 8, 921 franchises in every state and 17 countries abroad. We plan to use the success that we have to persuade steadfast customers of Burger Planet to remain loyal and support the company with our new health conscious menu and ideas.
· JAYNE PETERSON
With the help of health expert Jayne Petersen, who achieved fitness success with high-profile client Opal Whitcomb, Burger Planet is looking to gain a competitive edge. No other quick service restaurant in the industry has teamed up with a fitness expert to appeal to their health conscious consumers.
Jayne Peterson has signed on with Burger Planet to lend her expertise to the quick-service restaurant with intentions to appeal to women. “The company believes in encouraging customers to live healthier, active lifestyles and I have spent my life trying to teach women that lesson," says Petersen.
Jayne Peterson’s association with Opal Whitcomb will generate a lot of positive press for Burger Planet. Whitcomb is viewed highly credible among target audiences and will be beneficial to Burger Planet’s image.
Peterson is currently president and CEO of Looking Glass, Inc., a multi-million dollar health enterprise. With the health expertise given from Peterson, Burger Planet will be in good hands and understands that every move they make to become more health friendly will be supervised by Peterson.
ConclusionBurger Planet will implement their new ideas of being health friendly with the help of Jayne Peterson. Their menu will cater to their health-conscious consumers and our target audience will be more willing to eat at Burger Planet. Burger Planet consistently pays attention to current health trends and the concerns of their consumers, and given that information will stay credible and competitive in the quick service food industry.
