Clayton Mackay, Jessica Collett, Corey Sparks
Positioning Paper Assignment
March 19, 2008
As the head of PR for Burger Planet, we’ve decided to change our menu in a few different ways to bring in a wider variety of customers to all of our stores. Recent surveys have showed that women in their 30s and 40s have stopped coming to Burger Planet and we believe that this has to do with our menus containing mostly burgers and fries and the ever growing number of health conscious customers. We’d really like to see an increase in this target audience, since most women in their 30s and 40s have families and are often in charge of dinner for their families.
We’ve decided first off to bring in Jayne Petersen who has recently gained enormous commercial success due in part to her being Opal Whitcomb’s personal trainer and helping her loose and keep off weight. With her as a spokesperson, we will appear to this certain age group of ladies since a large number of them have seen her often on television and she promotes healthy lifestyles.
We’ve also added a lot of great new items to our already stellar menu that should appeal to the more health conscious customer. We’ve added white meat chicken breasts and we also offer the option to buy the chicken breast wrapped in lettuce in case they are also on a low-carb diet. Customers can also ask to hold the mayo off of their sandwich which will reduce a sandwich by as much as 500 calories. None of our competitors offers a similar entrée.
We also added apple slices to the menu so customers can choose from their choices of five different fruits: apples, bananas, grapes, peaches, or pineapples. We also added three brand new salads to give our customers another healthy option to choose. Many of our competitors have been offering salads for years and for many of our customers seem to enjoy the option of choosing them.
We will kick off our new media campaign by having a large gathering at Times Square with both Corny the Clown and Jayne Petersen there. We will also begin airing multiple commercials showing off our new items on television, the internet, and on radio and by running lots of events in multiple states.
We believe that these events will help bring in more women in their 30s and 40s along with more of the ever increasing number of health conscious consumers. By giving customers a healthy reason to come to Burger Planet, we hope to increase the number of people who come to our restaurants which will increase our revenues and give us a better public appearance.