Oct. 29, 2009

Burger Planet Reaching Out to Middle-Aged Women

Burger Planet needs to capture the interest of 30-40-year-old women who have lost interest in our company because they believe it is unhealthy and making them gain weight.

· New Menu-We want our customers to realize Burger Planet is committed to offering healthy choices. We will implement a new menu with a new line of gourmet salads and fruit, which none of our other competitors offer. We did many taste tests on these additions, and they were popular with women.

· New Spokesperson- Women trust other women. Hiring Jayne Petersen as our new fitness guru and health spokesperson will give us the competitive edge on other burger restaurants. Her association with Opal Whitcomb will make women realize they too can live healthier, active lifestyles like her and still eat with us.

· Promotional Events- Promotional events are the last way Burger Planet can increase its image to women. We want to pair Corny with Jayne who will make health-conscious appearances at restaurants and shopping malls around the country. What they speak about and nutritional packets they give to customers will make women realize Burger Planet can fit any lifestyle.

Supporting Data:

Focus Group- Our market research shows that for the past 20 years Burger Planet’s base customers are women in their 30s and 40s. However, in the last two years, women are not coming to Burger Planet as frequently. Focus group research demonstrates that women are more concerned about their weight and health than in the past. Women do not see Burger Planet as a healthy place to dine. For example, a 39-year-old waitress used to eat at Burger Planet once a week, but never visits anymore. “I just made a decision that before I turn 40 I am going to lost weight. So, I had to give up the luxuries. Like Burger Planet,” she said. Although women do not trust Burger Planet as a healthy place, they do trust Opal Whitcomb. Female consumers make anything Opal Whitcomb promotes on her show a bestseller. By hiring Jayne Peterson to promote Burger Planet, women automatically associate Burger Planet with Opal Whitcomb thus giving credibility by association.

Lawsuits- Lawsuits against our competitors, Hamburger Heaven, have increased public awareness of health in the fast food industry. Consumers notice the healthy choices Burger Planet provides. Nonetheless, consumers of all of our menu choices need to be aware of the health repercussions. Any of our clients could be the next juror in a civil lawsuit against us. In December 2001, former U.S. Surgeon General David Satcher announced, obesity-related lawsuits against fast-food chains and other food companies began cropping up after an "obesity epidemic". We can protect ourselves and promote healthy life styles with the new menu options and with Jayne Petersen’s campaign for health education.

http://www.washingtontimes.com/news/2003/oct/18/20031018-111031-4117r/

Expert quotes- “One out of every eight deaths in America is caused by an illness directly related to overweight and obesity,” said Richard H Carmona, United States Surgeon General. “35 million women, or 33.2 percent are obese in the United States" http://win.niddk.nih.gov/statistics/

“Fast food constitutes high content of fat, sodium, and sugar and have been categorized as bone robbers. The main reason that you should avoid fast food is that it doesn't maintain nutritional balance” http://www.womenfitness.net/ff_and_bonehealth.htm, women’s health website. As we change the image of Burger Planet from a fatty, unhealthy option to being a fast way for women to maintain a healthy lifestyle it will increase our customer base among women. Women don’t stay away from Burger Planet for any other reason than it has a reputation for being unhealthy.

Amanda Running

Public Relations Specialist

888-777-4444

Amanda.running@burgerplanet.com