Menu Memo

813 Words2 Pages

Introduction
The purpose of this memo is to propose adding distinctive and healthful menu options to our beloved burger menu without losing the support of our loyal customer base. This report will include the healthful menu options that I wish to bring forth to the company and recommendations to ensure that these changes will not affect our current customer base. We’ve included the budget for the new menu as well as its non monetary benefits for the company as a whole. We recommend stressing the impact that changing the menu will have on our customers’ overall wellbeing. Companies like ours play a powerful role in shaping the culture and environment that influences the health-related behaviors of young people. There’s no doubt about it, most …show more content…

(Kale salads would be a huge upgrade from iceberg lettuce, which has almost zero nutritional value)
Reduce the antibiotics in the meat in our burgers and chicken (Antibiotics are typically used to make the animals gain weight, but for humans who eat the chickens, the antibiotics are thought to increase the risk of diseases resistant to antibiotics)
No longer use azodicarbonamide in our bread.
(Azodicarbonamide is a whitening agent and "dough conditioner" that improves volume and texture in cereal flour and bread.) Removing soda as an item from our kids …show more content…

However, the revenue growth has been declining. For the last 12 months ending on September 30, 2015, Burgers and Shakes (BAS) had revenues of $2.1 billion. The revenues grew ~10% year-over-year, from $2.2 billion.
Other restaurants—like Chipotle Mexican Grill (CMG)—had a CAGR of 20% over the past ten years. McDonald’s (MCD) had a CAGR of only 3.2% over the same period.
High growth
In the restaurant industry, our high growth will likely come from the fast-casual restaurant concept.
Our growth results depend on the impact of our pricing, promotional and marketing plans and our ability to adjust these plans to respond quickly to economic and competitive conditions.
Our existing or future pricing strategies and the value proposition they represent will continue to be important components of our overall plan, may not be successful and could negatively impact sales and margins. The promotion of our menu offerings may yield results below desired levels.

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