Draft Positioning Paper: Burger Planet

State Issue
During the past decade there has been a rise in the consumer’s awareness and consciousness of diet and the need for healthier lifestyles. Caloric and fat intake has become a deciding factor in food choices, and due to the stigma of healthiness surrounding fast food consumption, the potential to negatively affect Burger Planet and its franchises is great.

Background
Since its foundation in 1934, Burger Planet has served upwards of 52 billion customers throughout the world. Over the years, the Quick Service Restaurant Industry has become a staple in American society however, growing consumer awareness and a series of recent legislation threatens its place in society. Within the past three years some of the United States' most prominent cities such as New York and Los Angeles have passed strict laws regarding the issues of health in the Quick Service Restaurant industry with similar legislation in the process in several other states.

It is suggested that an implementation of a healthy alternative to Burger Planet's menu and image evaluation would be beneficial to the company as well as the consumer. The addition of Jayne Peterson and a newly added menu is a great start to the change. Her notoriety in the mass media is a benefit, and having her as a spokeswoman will put Burger Planet in a better light with consumer's who place health in high regard. Additionally, the newly added menu options add to the positive change. The new menu, which includes gourmet salads, fresh fruit and low-fat options, will draw in a new market of health conscious consumers, namely middle-aged women who previously did not consume fast food as highly.
It would also be beneficial to highlight Burger Planet's belief in healthy lifestyles for its customers. As Peterson said in a recent interview, "The company believes in encouraging customers to live healthier, active lifestyles."
Although the new menu is to be advertised please do not disregard the original menu that has aided Burger Planet in its growing success. Ensure that customers know that Burger Planet is simply improving its menu and not changing it, and not alienating our base customers who were crucial to success.

The fast food industry has had a problem with caloric intake. Soda for example is offered with most value meals. Although soda is not specifically addressed as a problem with Burger Planet, soda makes up a large part of the caloric intake from meals at restaurants.
Caroline Shugart USU Employee Wellness Coordinator said, “Soda has 15 teaspoons of sugar and 250 calories in a 20 ounce bottle.”

“Why have so much crap in drinks and why market it to kids, I think it’s unethical.”

If people stop drinking one soda a day that they would normally drink, Shugart said over the course of one year 91,250 calories and 50 pounds of sugar would no longer be taken into the body,

“That is 26 pounds of fat that could be lost in a year.” Shugart said.

According to an article from http://www.ehow.com/how_2146946_calculate-calories-needed-per-day.html, “Many people live by the 2,000 calorie a day diet, the truth is the number of calories you need to maintain your body weight will vary greatly depending on your activity level and current weight.” Although this is true, we can use 2,000 calories as a baseline when looking at caloric intake. According to http://www.fatcalories.com/, large fries from McDonalds contain 570 calories, a medium 380, and small 250. Depending on what hamburger is purchased in a meal deal, the calories range from 250 calories for a small hamburger, to 740 calories for a double quarter pound hamburger with cheese. So if a person ordered small fries, a hamburger and drank 20 oz. of soda, that person would consume more than 750 calories in from the smallest meal. Portion sizes are larger than they need to be as well. If a person ordered a quarter pound hamburger, with a large drink of soda and a large fry, the person would consume 1560 calories for one meal and that is without a refill on the soda. That only leaves 440 calories to consume for the rest of the day. If the meal was replaced by a chicken sandwich instead, the calories from chicken sandwiches range from 400 calories to 670 calories. If people eat out two times a day and 2,000 calories is all the body needs to function in a healthy manner then it is easy to see how many fast food organizations need to change their meals to make them healthier.



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