Burger Planet CEO,
To build the image of Burger Planet, we have done ample research to build a PR campaign that will increase the spending of 30 to 40 year old female consumers by 20 percent within 16 months. As a result of our campaign, consumers will be more aware of the healthier food options offered by Burger Planet and will want to bring in their kids and families to dine here.
In this business, association means everything. By bringing Jayne Petersen onboard our team, we feel that it will put a positive spin on Burger Planet. Petersen has been a trainer to the stars for many years. One of her most famous clients is Opal Whitcomb, who she helped lose and keep off weight. This is a feat no other personal trainer has accomplished. With her experience, we know that Petersen will be able to create an encouraging atmosphere in which woman will feel comfortable bringing and feeding their children.
According to Kimberly Savilonis, VP of market development of GE franchise finance, 30 percent of restaurant traffic is driven by families with kids; much of that traffic is lead by mothers who are looking for fast and healthy meals on the go. Due to this research, we believe that our new healthy menu items will help bring in mothers and their families. White meat chicken breasts have been added as a new option. It can be wrapped in lettuce if you are on a low-carb diet, or you can hold the mayo for a reduction of 500 calories. There are also five different kinds of fruits available: apples, grapes, peaches, pineapple, or bananas. Obesity is a growing problem in the United States, and one in three children in the United States is considered over weight (www.healthiergeneration.org). Therefore, Burger Planet is committed to decrease obesity in the U.S., and is doing so by offering healthier meal options.
Since healthy options are such a big part of our campaign, we will have Corny the Clown working along side Petersen in promoting the healthy food and living choices to kids. From May through July they will be making appearances at various venues and Burger Planet locations to help promote the new menu. In May they will be featured in an ad that shows them jogging into a Burger Planet and ordering off the new healthy menu.
Through these methods Burger Planet will see an increase in total sales of 20 percent over a 16 month period. By targeting 30 to 40 year old women with children we know that our campaign will be successful.
Jessica Vasil
Kenzie Lawlor
Lindsey Garner
Jon Bingham
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