Nov. 10, 2009

Burger Planet Reaching Out to Middle-Aged Women

Burger Planet must regain popularity with 30-40-year-old women who have lost interest in our company. Current trends in weight-loss and dieting techniques have deemed fast food a main contributor of obesity. 35 million women are obese in the United States. Those women believe Burger Planet is unhealthy and making them gain weight. With these three new implementations, we will increase our market share among women.

· New Menu- Our goal is to educate our customers about Burger Planet’s commitment to offer healthy choices. We will implement a new menu with a line of gourmet salads and fruit, which none of our competitors offer. After many taste tests on these additions, we found they were popular with women.

· New Spokesperson- Women trust other healthy women. To help us capitalize on this aspect, we have hired Jayne Petersen as our fitness guru and health spokesperson. Her professional representation in our favor will give us the competitive edge on other quick-service industry restaurants. Her association with Opal Whitcomb will make women realize they too can live healthier, active lifestyles and still eat at Burger Planet.

· Promotional Events- Corny the Clown and Petersen will make appearances at restaurants and shopping malls around the country to promote a healthy lifestyle. Their campaign will raise public awareness that Burger Planet has the public’s health in mind. This will be accomplished by distributing nutritional packets to the public.

Our market research shows for the past 20 years Burger Planet’s base customers are women ages 30 to 40. However, in the last two years, women have not come to Burger Planet as frequently. Focus group research reveals women are more concerned about their weight and health than in past years and 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 lose 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. By hiring Whitcomb’s fitness advisor, Jayne Peterson, to promote Burger Planet, we will gain credibility by association.

Lawsuits against our competitors, such as Hamburger Heaven, increase public awareness of health in the quick-service food industry. No matter what customers choose, they must be aware of repercussions to their health. 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, countless obesity-related lawsuits against quick-service industry chains and other food companies began to be filed after an "obesity epidemic." We can protect ourselves and promote healthy lifestyles with the new menu options and Jayne Petersen’s campaign for health education.

By adding healthy alternatives to our menu we will change the negative image of Burger Planet among women. By changing our reputation, we will rebuild the customer base we have lost due to diet and weight-loss trends.

Amanda Running

Public Relations Specialist

888-777-4444

amanda.running@burgerplanet.com