Release Date: Sept. 28, 2010
Burger Planet
52 Winchester Ave.
Milwaukee, WI 53201
Contact: Kayla Hall
Public Relations Assistant Account Executive
262-578-9845
Quick-Service Restaurant Changes Menu
Burger Planet is adding a new healthy food menu
MILWAUKEE- Burger Planet has remodeled their menu this year by adding healthy options.
Burger Planet draws customers with its burgers, fries and soda, and is continuing to adhere to what their customers want by keeping the original menu items and welcoming new ones.
"Burger Planet cares about its customers,” CEO of Burger Planet, James E. Muellenbach III, said. “For more than seven decades, the company has succeeded because it put customers first. We listen to our customers. And our customers desire healthy choices, of which we offer many.”
To build a healthy image, Burger Planet has hired Opal Whitcomb’s personal trainer, Jayne Petersen, as a spokesperson and a dietitian. Petersen is developing a new adult Burger Planet Smiley Meal, which will include an ankle weight, white meat chicken entrée and a fruit package. She is also working with Burger Planet chefs to ensure new menu items are as healthy as possible.
Petersen, accompanied by Burger Planet’s mascot, Corny the Clown, will do health-conscious appearances throughout the year at Burger Planet franchises and shopping malls around the country.
At the appearances, Petersen will list the healthy options Burger Planet is now offering, such as chicken filled lettuce wraps, fruit and gourmet salads. Customers can also ask to remove the bread or mayo to reduce calories.
Burger Planet will still offer the classic menu items customers still love. The Saturn with onion rings layered on top, the Venus with mushrooms and Swiss cheese, the half-size Mercury burger and the Hemisphere French Fries will all stay. Burger Planet now has a balanced menu with many available options.
"I emphasize a message of moderation,” Jayne Petersen said. “Women can have a burger and fries now and then as long as they are active. Try some of Burger Planet's exciting new menu choices, such as the fruit packages."
Petersen will be at the Burger Planet franchise in Times Square for the kick-off ceremony May 12. In June and July Petersen and Corny the Clown will be traveling around the country providing nutritional packets and advice for consumers. In June they will visit 12 Burger Planets and in July they will visit seven shopping malls starting with the Mall of America in Minnesota.
Burger Planet was started by James E. Muellenbach I, in a shack in Indianapolis. The company is now the largest quick-service restaurant. Burger Planet has almost 9,000 franchises, serves over 52 billion customers and employees over 48,000 people.
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You don't really need "Release Date:" if you say "For Immediate Release" at the top, "Date:" will do (unless it's an embargoed release).
ReplyDeleteGet in the habit of putting the corporate contact info at the top and the media contact info at the bottom. PR Style allows what you have, but it is more clear to others doing as I suggest.
Change "menu" in your sub-head to "items" which is more specific (the purpose of a sub-head) and removes the redundancy. Otherwise, good headlines.
Using the word "remodeled" when referring to a menu doesn't feel right. Find a better word.
You need one or two more sentences in your lead, which add to the who, what, when, and where.
The second and third paragraphs should be switched. The CEO quote you chose is very strong and belongs right after the lead.
The sentence "To build a healthy image, Burger Planet has hired Opal Whitcomb’s personal trainer, Jayne Petersen, as a spokesperson and a dietitian." needs work. First off, you wouldn't tell people you are building a healthy image by hiring Jayne ... just tell them what you are doing and what her qualifications are. The "why" here is not that important. And second, putting Opal's name first takes away from Jayne ... have Opal in a supporting sentence after.
Typically, having so much information regarding the nationwide tour and Jayne's (and Corny's) involvement would be too much for this release, but you have incorporated them very cleverly with the main focus (the new food items) in a way that it works fairly well ... and the press will still want to come to the kick-off ceremony (you didn't tell them everything they need to know, but just enough).
Nice boilerplate.