Burger Planet
Position Paper
Burger Planet recognizes the need to provide healthy food choices, while preserving the image of the established Burger Planet favorites.
Burger Planet has served 52 billion satisfied customers since 1934. When James E. Mullenbach founded the company he understood the key elements to a successful Quick Service Restaurant. Today the franchise has grown to over 8500 restaurants, and 48,272 employees, this was accomplished because of Burger Planet’s commitment to exceptional customer service. Part of that customer service is listening to the feedback we are getting from our customers. There is a need for healthier food choices in our restaurants, and we are prepared to give the customers what they want.
Recent focus groups portrayed the feelings of house mothers who have concerns regarding our Burger Planet long time favorites. Forty-five-year-old mother of four expresses her need for Burger Planet burgers:
"Burger Planet is my dirty little secret. My heart races when I think about the Saturn burger, layers of juicy beef topped with delicious onion rings. But I'd never tell my husband I eat there. My husband runs marathons. He used to scold my eating habits. And I'd never take my children there. I think that would almost amount to child abuse. I try to make sure they eat healthy. You know a cup of milk a day, plenty of veggies."
In an article found in Science Daily, the National Heart Lung and Blood Institute (NHLBI) conducted a study that found:
Participants who consumed fast food two or more times a week gained approximately 10 more pounds and had twice as great increase in insulin resistance in the 15-year period than participants who consumed fast food less than once per week.
We want to give our customers the opportunity to make healthy choices at Burger Planet. Our loyal customers have established a strong foundation with our company. We want to build upon this relationship by continuing to provide our original classics as well as introducing healthier options.
We want to be the company of choice for health conscious mothers. Generally fast-food restaurants are associated with fats, oils and sugars, lacking in vitamins and minerals. This is why we have made the decision to expand into healthier foods.
Some of our healthy choices include:
Gourmet Salads
Fruit Packages
White Chicken Breast
Our company as a whole is united in our efforts toward pleasing our loyal customers, and gaining new clientele.
“Change the junk food image in collective consciousness of increasingly health minded consumers.”
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4 comments:
Faith-
I liked reading your position paper, it has a different format than the one from our group, but it was really easy to ready.
One note for you...at the beginning I feel like you are talking in third person "BP does this, that, etc" and then in the first par. towards the end you switch to first person "We this" "We that." I imagine we can talk in first person, but maybe just introduce yourself at the beginning as an associated member of the BP team who can speak on behalf of the company.
And on the number 8500 I think there should be a comma 8,500. Not 100% sure though :)
Hey Faith-
Great job! I feel like I got a lot of good information about Burger Planet and why they want to go healthy. One source that we looked into was a link on Burger Planets website where it talks about lawsuits and how governments want fast food to change. That might help add some more information in your paper. All in all great job!
-Melanie
I really like the background of this position paper. One thing that maybe you can change is to introduce your position a little earlier in the paper because it is almost at the end. Good job!!!
Hey good job you guys, I like your quote from Science Daily. Your lead paragraph is pretty big. I remember Preston said that the lead should be relatively brief and have information important to "catch people up to speed" with the new strategy that the company is about to do.
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