Draft Position Paper

In recent years, Burger Planet has seen a decline in it's target audience: mothers, ages 30-49 with an income less than $75,000/year. In surveys administered by agents of Burger Planet, these women have stated that the food is lacking in nutritional content. Although, the convenience of fast food works for moms on-the-go, the lacking nutritional value outweighs the convenience. When asked what they'd like to see offered at Burger Planet, many women suggested things like chicken, fruits, and vegetables as healthier options.

Burger Planet cannot afford to lose this vital customer base, so we propose a healthier approach to our menu. We would like to utilize our beloved mascot, Corny the Clown, because he is clearly identified with the Burger Planet name. We would also like to get the support of a professional in the diet and nutrition industry. We suggest using fitness guru, Jayne Petersen who is best known as the fitness and nutrition consultant responsible for helping Opal Whitcomb lose 75 pounds and keep it off. Women ages 30-49 are Ms. Whitcomb's primary demographic and trust Ms. Whitcomb, and by association, Ms. Petersen.

We would like for Corny and Ms. Petersen to team up in this effort. We would like to have a series of promotional appearances by Corny and Ms. Petersen at Burger Planet locations as well as malls across the country. In addition, we would like to produce a commercial with this promotional team. We hope to increase our customer base and build a healthier reputation for Burger Planet.

According to QSRmagazine, “Convenience, fresh food, and healthy options for kids were just some of the things a group of surveyed moms wanted from the restaurant industry. “ According to CBSnews, “23 percent of Americans eat fast food once a week.” According to the Centers for Disease Control and Prevention, 67 percent of Americans over the age of 20 are considered obese. Obesity is an epidemic in the United States. Burger Planet cares about its customers. For more than seven decades, the company has succeeded because it put customers first. If we want to live up to our own definition of success, we need to do our part to help, to offer healthy choices, and give our customers the healthy options they desire.