FINAL Position Paper

Market research shows that due to a growing health conscious society women in their 30s and 40s have decreased how often they visit Burger Planet. Women in this age group are an important part of Burger Planet’s success because they will influence the eating habits of themselves and their families. According to research that we have conducted, 92 percent of women asked would be more likely to bring their families to a quick service restaurant if it offered healthier food choices.
Based on the observation of other quick service restaurants that have successfully launched healthier options on their menu, such as Wendy’s and McDonald’s, we propose that Burger Planet create a new line of healthier menu selections, including salads and fresh fruit options.

Proactiv has launched a new campaign featuring Justin Bieber as the celebrity spokesperson. A recent article entitled, Is Justin Bieber the Best Thing to Ever Happen to Proactiv? talks about the success that has resulted from the teenage pop star. The article stated, “Most of the orders that have come in since Bieber signed on have been from the mothers of tweens.” We suggest using a health and fitness icon to promote Burger Planet becoming a health conscious quick service restaurant that women in their 30s and 40s can relate to, in order to have success like Proactiv is experiencing with Justin Bieber.

Fitness guru Jayne Peterson has had much success, most notably as the personal trainer for Opal Whitcomb. We recommend hiring her as the company spokesperson to promote Burger Planet. According to an Associate Content article entitled, Becoming Health Conscious: The Changes Fast Food Restaurants Made for the American Consumer, our country is becoming more health conscious, and with these promotions and menu changes we will not be left behind.

Sources:
Becoming Health Conscious: The Changes Fast Food Restaurants Made for the American Consumer
http://www.associatedcontent.com/article/2231615/becoming_health_conscious_the_changes_pg2.html?cat=5
Is Justin Bieber the Best Thing to Ever Happen to Proactiv?
http://community.livejournal.com/ohnotheydidnt/50176360.html