Marketing Plan For Panera Bread

1704 Words Nov 6th, 2015 7 Pages
Panera Bread is a company that has capitalized on the “fast-casual” restaurant experience. Their aim was to provide a specialty bakery and cafe experience to urban and suburban workers and dwellers. They are categorized as bakery-cafes and currently have over 2000 stores worldwide. They are currently leading their industry in terms of number of stores and profits; they had $1.8 billion in corporate revenues in 2011, $3.4 billion in systemwide store revenues, and an average sales of $2.3 million per store location (Thompson, p. C-96). Their strategy is to open up more stores worldwide and keep their customers loyal through an attractive menu and the dining ambiance of each store. Panera strived to be the first choice for customers craving fresh, made-to-order sandwiches and breakfast items as well as baked in-house breads and pastries. They targeted “urban workers and suburban dwellers” looking for a quality, quick meal in combination with a pleasant dining experience. Their long-term plan was to make Panera Bread “a nationally recognized brand name and to be the dominant restaurant operator in upscale, quick service dining” (Thompson, p. C-97). Panera’s strategic issues were that they were trying to establish their name while there was a weak economic recovery going on in the United States: There was a 8 percent unemployment rate and an intensely competitive restaurant industry. Another of Panera’s strategic issues was that they were attempting to tackle an industry where…

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