Final Position Paper

James E. Mullenbach III

CEO Burger Planet

Dear Mr. Mullenbach,

Women’s fitness professional, Jayne Peterson recently joined Burger Planet’s team as our spokesperson to help announce and promote the healthy new options added to Burger Planet’s classic menu.

Several healthy options that have been added to the menu include fruit and low-carb options such as chicken and salads. The new healthy options are simply an addition to the already loved and classic burger and fries options that burger planet in known and loved for. By providing a variety of health food items as well as the classic favorites, the menu now allows customers to have a larger selection of the calories and nutrition they are receiving.

Burger Planet’s team of spokespersons are targeted to healthy active moms and children on the go. Jayne Petersen has helped a number of women lose and maintain their weight; she hopes to teach the same lessons of proper nutrition to children. As seen with McDonald’s in past research, Ronald McDonald announced that they would soon be serving apple slices in their kid’s meals, and as a result—sales increased by 20%. We plan to follow this example with both Jayne Peterson and Corny the Clown.

One concern we have realized is the fact that some people are unaware that our new menu will include their original favorites. Of a 100 people surveyed online 45% misinterpreted our health message, thinking that we were eliminating original menu items and replacing them with healthier options. Since the survey was taken, we have begun addressing the issue, and increased our publicity about our additional, healthy options as well as our classic menu items.

The first issue we would like to address is how many calories are in all our menu items. We are currently testing this idea by having nutrition information available on the product packaging at select restaurants. We are using these stores as a pretest to see if the provided calorie content promotes our healthier options or discourages costumers from ordering our classic items. We predict that including the nutrition information will help to reinforce our healthy choice options without harming the sales of classic items.

As seen in the 2008 study done by the FDA, listing calories on menu items create trust between businesses and their customers. It also allows people with a variety of lifestyles to enjoy our products.

A testimony by Jayne Peterson will be shown on our upcoming ads to inform the public of the changes.

Costumers are concerned about our changes, however with our new public relations plan we will be sure to identify our customer’s questions and concerns. We are beginning filming a new series of ad campaigns. Along with that, we are currently working with Jayne Peterson’s publicist to create a “healthy living” promotion to be featured in each of our stores nationwide.

Sincerely,

Burger Planet Public Relations Committee

987-654-3210

Annie Jackson

Sarah Foote

Kandace Reader