Burger Planet Positioning Final

Burger Planet Positioning Paper
We at Burger Planet, the world's largest fast-food restaurant chain, have a desire to please our customers by bringing in fitness guru Jayne Peterson, providing healthier menu choices and retaining our great-tasting burgers and fries.
We have recently hired Jayne Peterson, Opal Whitcomb's personal trainer, in order to promote healthy items on the menu. This move was made in order to give Burger Planet a competitive edge in the ever-growing health trend. Peterson has shown customers how to enjoy their favorite foods at Burger Planet while maintaining a healthy lifestyle. She has helped many people get healthy and stay fit while enjoying their favorite foods.
Customers have decided that they want to eat healthier, so Peterson recommends healthier side options to suplement the great tasting burgers and fries that customers have come to know and love at Burger Planet.
According to outgoing Agriculture Secretary Ann Veneman, "The popularity of diet books and products which represent about $42 billion in annual spending in the United States, shows that Americans are interested in leading healthier lives." Forbes: January 2005
Burger Planet wants to help customers make this possible by offering healthier side choices such as grapes, apple slices, bananas and other healthy sides. Burger Planet has also added great gourmet salads to their menu, including the spinach salad with Raspberry vinaigrette and Caesar salad that can help anyone wanting to stay in shape. The option to have menu items wrapped in lettuce instead of a bun is available for carbohydrate conscious customers and white chicken breast options are also available. The Mercury Burger is available as well at half size for customers wanting to cut portion sizes.
Health and Human Services Secretary Tommy Thompson said, "Two-thirds of Americans are overweight or obese, and more than 50 percent of Americans do not get the recommended amount of physical activity, so the 2005 guidelines emphasize physical activity and calorie control more than ever before."
Peterson will be a great asset in promoting physical activity as well as healthy eating habits. Burger Planet believes that to be healthy you don’t need to give up everything you enjoy eating. Modifications to your diet and exercise programs are the key to living a healthy life style.
Burger Planet was founded in 1934 to serve their customers needs and they continue to have the customer's interest at heart today. Burger Planet is still the same great place it has been in the past, but now there are healthier choices to help meet customer's everyday lifestyles. Offering the same great taste and friendly service customers have come to expect at Burger Planet is what we do best.
Objectives
Output:
• We are offering new healthy menu items:
Fruit packages, gourmet salads, white chicken breast, lettuce wrap options and smaller portion sized Mercury Burger.
• Still America’s favorite quick service restaurant:
Traditional menu items and customer service will be maintained.
• Hiring fitness guru Jayne Peterson:
Helping promote Burger Planets focus towards healthy lifestyles and encouraging customer health and fitness awareness.


Impact:
• Customers can enjoy food they love and be healthy.
• Customer satisfaction knowing that the Burger Planet they love hasn’t changed but options are available to benefit their lifestyle.
• Encouragement of customer health and fitness awareness through education and information provided by Jane Peterson.

By teaming up with Jayne Peterson, Burger Planet is striving to achieve customer satisfaction by providing healthy menu items along with the traditional items to inspire happier, healthier customers.