Account Planning - ADV 385
McGarrah Jesse Agency Project
Client (Whataburger)
Group Name (Green Penguin)
With new fast food trends evolving, including healthy options and value menus, Texas born Whataburger faces the challenge of assessing attitudes toward these trends. Should they implement these fast food trend items, or stick to their good 'ol burger ways?
Through extensive primary and secondary research on the target market (16-25 year olds in Austin, TX), Green Penguin concluded that it isn't always value menus and health food that drives the young market to fast food joints, but an array of chicken options as well in which Whataburger lacks. Thus, Green Penguin introduced a revamped menu and promotion, capitalizing on new chicken options as well as current ones.
McGarrah Jesse Agency Project
Client (Whataburger)
Group Name (Green Penguin)
With new fast food trends evolving, including healthy options and value menus, Texas born Whataburger faces the challenge of assessing attitudes toward these trends. Should they implement these fast food trend items, or stick to their good 'ol burger ways?
Through extensive primary and secondary research on the target market (16-25 year olds in Austin, TX), Green Penguin concluded that it isn't always value menus and health food that drives the young market to fast food joints, but an array of chicken options as well in which Whataburger lacks. Thus, Green Penguin introduced a revamped menu and promotion, capitalizing on new chicken options as well as current ones.
