1. Fast Food Restaurant
2. Name: Sunny’s; we chose this name to represent what kind of restaurant we wanted to make: a fast food restaurant that focuses on healthier choices. (Sun Harvest is the name of a health food store chain, and the sun is a positive, primordial icon.)
3. The main way we are going to differentiate Sunny’s from other fast food places is our approach for healthy eating and a concern for the environment. For example, some burgers might be made with 100% organic, hormone free beef. Also, another selling point might be less product packaging and baked, rather than fried french fries; organic, fair trade coffee might also be served. This will be the only burger place that will make a preemptive claim to be healthy, and it will capitalize on the Green movement.
4. Strategies: The focus our commercials will be on how environmentally friendly Sunny’s is and how people can “eat a little better everyday (possible slogan).” Although the restaurant will have a two or three tier menu based on price range*, the main audience will be middle and upper middle class people, since they have extra money to spend on fast food and probably care about eating healthily.
It would be desirable to advertise on the Discovery Channel and National Geographic channels, especially during a special about climate change. But as concern for healthy living and environmentalism sink into the popular conscience, the ads could appear on network and various cable TV channels.
Another tactic for Sunny’s is to donate to environmental causes and create public service announcements of that nature. (PR is an effective type of advertising). It would also be beneficial for Sunny’s to get involved in charity benefits for disaster relief efforts (to subdue any subconscious feelings that environmentalists do not care about people). The purpose of the ads and donations is to link positive images with the brand name and give customers a good feeling about buying food from Sunny’s. A good persuasive style for Sunny’s commercials would be product superiority with a strong association with progress and with the popular concept of the “natural.”
*Similar to Jack-in-the-Box which has both a dollar burger and a premium sirloin burger.Group Members: Sarah M. , Javier, and Zach