Panera Bread Case Study

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Sunny Hill

1.) Panera Bread’s mission is to serve quality, fresh baked goods, sandwiches, soups, salads, and beverages to their target market of urban workers and suburban dwellers looking for a quick service meal that is more aesthetically pleasing than that offered by the traditional fast food restaurant. Their vision was to make this available to consumers all across the United States. Their goal is to have nearly 2000 Panera Bread bakery-cafes open by the end of 2010.

2.) Their franchise has been growing rapidly due to the standard that they put in place for every franchise, the quality of the food, and the ever-changing menu. Panera Bread only will grant a franchise to certain applicants that meet certain criteria, and that applicant cannot settle with just one franchise-they need to be prepared to open up 15 within 6 years. If they can’t meet the guidelines Panera Bread reserves the right to buy them out 5 years after the execution of the franchise agreement. By providing its franchises with marketing analysis and site selection assistance, lease review, design services and new store opening assistance, training programs for employees and managers, and many other benefits, Panera has received high satisfaction ratings on surveys given to their franchises. Before opening a new franchise Panera does extensive market research on the demographics information within that area, and information on the competitors surrounding that area. By using predictive modeling using proprietary software they can set achievable objectives for the new franchise. The ever changing menu at Panera provides product differentiation for the company. By reviewing and revising the menu regularly will sustain the interest of regular customers, satisfy changing consumer preferences, and make them responsive to the various seasons of the year.

3.) Product offerings, marketing and the choice of operating through franchising reflect a consistent strategy for the firm...
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