Public Relations Essay

1554 words - 6 pages

Burger King Position PaperThe term positioning was coined by Jack Trout in 1969. Jack Trout defines positioning as a "method for creating the perception of a product, brand or company identity." (Creating the Perception, n.d., para 1). This paper will examine the cause behind the need for Burger King (BK) to position itself to it external publics. BK's PR specialist will present how BK should position itself to the media, communicate BK's point of view, and present a recommended press release. This paper will also evaluate the benefits and risks of BK's official statement to the press.Civil ComplaintBK has been in business since 1952; its original name was Insta-Burger King. BK introduced a revolutionary broiler machine claiming to produce 400 plus burgers per hour (Burger King, n.d.). This broiler machine assisted in positioning BK with the flame broiled burgers. BK's external publics are not just buying burgers they are buying the flame broiled burger experience, and this is how Burger King's burgers differ from its competitors.BK's onion rings also differentiate them from their competitors but the oil used to fry onion rings, French fries, and pies that are the center of the civil complaint brought against them. Civil Action file number 003363-07 states that BK still required its restaurants to use trans-fat-acid (TFA) cooking oil. Not only are BK's restaurants cooking with TFA oils but they have not informed their customers that TFA oil results in an increase of bad cholesterol, and decreases good cholesterol levels. Kentucky Fried Chicken (KFC) and Wendy's were the first of BK's competitors to reduce the use of TFA oils (Center for Science v Burger King, 2007). Actions like this prove that BK has no excuse from doing the same or at the very least inform its customers of the risks of eating food cooked in TFC oils.This civil law suite has left BK no choice but to make it a corporate mandate that all restaurants will switch over to either low or non-fatty acid oils. BK's PR Specialist has decided that before releasing BK's position to the media he must first evaluate the positions taken by its competitors; Wendy's and KFC.Competitor's Position and EvaluationWendy's International, Inc globally has over 9,900 restaurants operating under fiver brands names such as Wendy's Old Fashioned Hamburgers, Tim Hortons, Baja Fresh Mexican Grill, Cafe Express and Pasta Pomodoro (Wendy's Significantly Cuts Trans Fats, 2007). For the last year over 370 Wendy's restaurant have been testing different cooking oils. Wendy's position is that the year long testing was necessary in order to not jeopardize the taste that their customers are accustomed to when switching to non-trans-fat-acid oil was made. The Press Release goes on to state that Wendy's will be working with their French fry suppliers to further reduce the .5 grams of TFA to zero grams (Wendy's Significantly Cuts Trans Fats, 2007).KFC Corporation operates over 14,000 restaurants in over 80 countries,...

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