Proposes the introduction of a healthy fast-food restaurant.
Written in 2009; 989 words; 21 sources; APA; $ 35.95
Paper Summary:
The paper relates that the largest fast-food chains provide food alternatives that are healthier more in perception than in reality, and although Subways provides better nutritional choices, it is only in conjunction with less nutritional choices. The paper therefore proposes a fast-food venture that excludes non-nutritious options and that uses only healthful products and condiments so that it is virtually impossible to order a non-nutritious meal. The paper outlines the marketing strategies that can be employed to this end.
Outline:
Background and History for a New Product Concept
Identifying the Competition
Defining the Niche Opportunity
Marketing Strategies
From the Paper:
"Clinical obesity and overweight is approaching epidemic levels in the United States. Recently, medical research across a wide spectrum of different disciplines has implicated obesity and overweight as a causal factor in everything from Asthma and Arthritis to numerous forms of cancer, diabetes, and congestive heart failure (Larson-Duyff 2002).
"Increased public attention to issues of healthy weight maintenance and proper nutrition have inspired changes to many segments of the food service industry, prompting even some of the worst contributors to the problem to begin offering more healthful alternatives to their menus. Specifically, fast-food chains like McDonald's and Burger King have added low-fat items and other franchises like Subways have focused intense advertising campaign efforts on the nutritional benefits of their menu in comparison to ordinary fast food."
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