Final: Position Paper

Currently Burger Planet is losing the demographic of women between the ages 30 to 40. Women in this category are becoming more health conscious. We propose that Burger Planet develop new options for our menu. In order to be thorough Jayne Petersen, fitness specialist, will become a part of the Burger Planet team.

• According to the Journal of Women's Health and Gender-Based Medicine 45 percent of women are currently on a diet. Women in their 30’ and 40’s are more likely to adapt a health regimen. This includes cutting out high-caloric foods. According to WebMD.com, women’s metabolism tends to decelerate by about 5 percent per decade after the age of 40. Due to a decrease in metabolism and other aging factors women in this demographic want healthier choices.

• We propose that Burger Planet use a public figure in order to attract this lost demographic. We feel that Jayne Petersen would be the perfect candidate. Petersen is an adviser to Opal Whitcomb and is nationally recognized as a fitness specialist. She has appeared on Whitcomb’s show, Opal Speaks, several times. Opal Speaks has won multiple Emmy Awards and is the highest-rated talk show in the history of television. Peterson has also published a bestseller on health and will also help develop healthy menu options for Burger Planet.

• It is important to keep the traditional Burger Planet menu, while also adding options that appeal to the health conscious demographic. When a thousand participants were surveyed on what they enjoyed most about fast food, 58 percent said they enjoyed the taste of the traditional burger and fries. By creating a more diverse menu women will have a convenient stop that provides healthier choices as well as Burger Planet’s infamous burger and fries.

We believe that by implementing the key point of this campaign Burger Planet will regain the demographic that has begun to diminish. With the return of these customer’s Burger Planet will see an increase in revenue and the company’s image will be refreshed.