Position Paper Final Draft

This paper will discuss the plan to build the healthy image of Burger Planet. Many people in the demographic that Burger Planet wants to attract have become more health conscious. Many of the women from the focus group conducted by Burger Planet felt guilty about going out for fast food, and are trying to lose weight.

There has been an influx of healthy eating fads that has swept the country. There are reality shows about losing weight, shows on the food network all about eating and cooking healthy and new diet programs popping up daily.

We believe that Burger Planet should cater to those who are beginning to eat more healthy and who would otherwise eat elsewhere if Burger Planet did not carry healthy menu options that would fit with their new lifestyle.

The focus group conducted by Burger Planet showed that many women felt guilty about eating at Burger Planet. With the hiring of Jayne Petersen, we feel that this image will be reduced and we will be able to make the women in our target demographic feel good about eating at Burger Planet. Jayne Petersen is has one of the most successful diet and exercise programs in the country right now. She preaches a lifestyle of moderation and exercise. The new Burger Planet menu items fit into this new lifestyle of moderation and will draw the target demographic back to Burger Planet.

Our recommendation would be that Burger Planet keep Jayne Petersen around for as long as they can and continue to work with her to develop the healthy menu options that Burger Planet should offer. Burger Planet would become the go-to venue for healthy, fast and delicious menu options.