Positioning Framework Final

In recent studies done by the National Center for Health Statistics, it was shown that 66 percent of Americans are overweight or obese and that 61.4 percent of women are obese or overweight. In an article by msnbc it discussed how after a 10 to 15 year study of individuals, it was proven that being overweight or obese can take 3 to 10 years off an individual’s life. It also discussed the rising trend for eating healthy and right. After this research and our own we know that 30 to 50 year old women do not want to eat unhealthy food. That is why we propose to make a few additions to the menu at Burger Planet. These additions will give a more healthy variety to appeal to those women that fall into that age range that do not want to partake of unhealthy foods.

We believe that by adding healthy choices it will increase the variety of food choice and help change Burger Planets image. These healthy additions will help Burger Planet to be more family friendly because everyone in the family will be able to find something they enjoy. We also believe that this will offer us better customer relations.

We propose to hire an expert in eating trends to help the people understand and believe that the food is healthy that we are providing. Jane Peterson, a fitness guru, recently helped Opal Witcomb, the talk show host, lose 75 pounds. Jane Peterson is now a well known fitness name and people trust her because of how she helped Opal. We would like to bring her on the campaign to add her testimony and be a spokes person on the healthy food at Burger Planet. We believe that women in that demographic will trust and believe Jane Peterson.

There will also be some benefits to changing the menu and hiring Jane Peterson. We know that by doing this the customers will know that we care and are responding to the rise of eating trends by providing healthy options. It will show that we care about our customers and how they eat. By seeing that we care this will then increase our customer dedication. This will also expand our reach from only loyal customers to any who would like a healthy meal.