Marketing Plan
There are a large number of consumers that are growing more attracted to a healthy lifestyle and an increasing number of consumers with medical issues dictating that they make healthier food choices. People are participating in more outdoor activities, doing more gardening and trying to live an overall healthy life. For many consumers it is much easier to eat healthy when preparing their own meals; however, this isn’t always an option. There are going to be times that they do not have time to prepare a lunch for work or are on the go. Fit Burger will be the solution for this consumer’s need. Fit Burger will provide a healthy and high quality meal with fast food convenience.
Strategy and Positioning
It has been identified that there is not a fast food option for consumers focused on health and fitness. The existing fast food options have attempted to offer a healthy alternative to their traditional menu; however, it appears that those few items are not the primary focus of the restaurant and this is reflected in their quality. In order to meet the needs of the consumer we will be launching Fit Burger. Fit Burger is a fast food restaurant with a primary focus on health and nutrition. The food choices will still include tasty options that cater to those consumers who do not consider themselves health focused.
Menu
The menu of Fit Burger will include selections for gluten free, diabetic, vegetarian, low fat, and organic focused consumers. By focusing on these categories we will be able to offer options for a wide variety of consumers. For example, the options of a burger could include a lean organic beef that creates a better quality burger for all consumers even those that may not consider themselves health focused but perhaps are more high quality focused. There will also be menu choices that are non-beef such as a turkey burger,