History of Panera Bread
Panera Bread has built its whole marketing strategy around targeting a serious type of customer. Founded in 1993 by A.B. Pain in Saint Louis, Panera Bread has over 1,230 Panera Bread bakery-cafés in 40 states and 17 manufacturing plants to support the bakery cafes to date. Their mission is to appeal to the consumer who enjoys a rich in favor, made fresh when ordered type of meal. Panera Bread bakery-cafes showcase the art and craft of bread making, helping customers truly appreciate and enjoy a great loaf of bread by studying its crust, crumb and craft. Panera Bread understands that great bread makes great meals, from made-to-order sandwiches to tossed-to-order salads and soup served in bread bowls; delivered in the same time as a fast food restaurant. Panera Bread focuses on the individuals who take pleasure in a more peaceful dinning experience. This has made them very successful, and has developed a loyal following of customers. What I believe makes Panera Bread fall short competition with other fast food restaurant is their lack of advertising. Panera Bread only wants to attach a certain type of customers because of this; they cannot market themselves like Mac Donald’s or KFC. Those types of food establishment appeal to all consumers. Their meals range from non-meat items to meat lovers choices. They also target a wider age range of customers. Mac Donald’s has play pens for toddlers and Hardees’s offers a coffee club for their elders consumers, so they can enjoy a cup of coffee for 10 cents while they choose from the various breakfast selection. Panera Bread lacks this appeal when concerning the large marketing scale that other fast food restaurants offer. Panera Bread has a devoted customer following as reported by The Wall Street Journal, Panera Bread scored the highest level of customer loyalty among quick-casual restaurants, according to research conducted by TNS Intersearch. Do to this there is a rotation of customer with few...
Panera Bread Company
The Panera Bread legacy began in 1981 as Au Bon Pain Co., Inc. Founded by Louis Kane and Ron Shaich, the company prospered along the east coast of the United States and internationally throughout the 1980s and 1990s and became the dominant operator within the bakery-cafe category. In 1993, Au Bon Pain Co., Inc. purchased Saint Louis Bread Company, a chain of 20 bakery-cafes located in the St. Louis area. The company then managed a comprehensive re-staging of Saint Louis Bread Co. Between 1993 and 1997 average unit volumes increased by 75%. Ultimately the concept's name was changed to Panera Bread. Panera Bread has been recognized as one of Business Week's "100 Hot Growth Companies."As reported by the Wall St. Journal's Shareholder Scorecard in 2006, Panera Bread was recognized as the top performer in restaurant category for one-, five- and ten-year returns to shareholders. Today, there are more than 1160 Panera Bread bakery-cafés in 40 states delivering fresh, authentic artisan bread on a national scale.
1. STRATEGIC CHALLENGE
Panera Bread’s major problem is its development in North America and the disparity of its implementation in general. The company has many cafés all around the United States, in major cities such as St Louis, Los Angeles, Philadelphia, Dallas… but big cities such as New York city, Phoenix, San Antonio, New Orleans,… do not have any Panera Bread Cafés.
The strategic challenge for Panera Bread is to develop the implementation of the company all around North America before going to the international market. With its own characteristics and a good development, Panera Bread will be a major actor on the bakery-café market and will compete with big companies such as Starbucks or Subway.
-The company’s fresh-dough-making capability for fresh baked and quality goods served in a comfortable...