Panera Bread Company Essay

2555 Words11 Pages
Introduction Mission and vision Panera Bread Company’s mission intent was to make great bread broadly available to consumers across the United States. The vision was to create a specialty café anchored by an authentic, fresh-dough artisan bakery and upscale quick-service menu selections. Business model Management’s long-term objective and strategic intent was to make Panera Bread a nationally recognized brand name and to be the dominant restaurant operator in the specialty bakery-café segment. The company was trying to succeed by “being better than the guys across the street” and making the experience of dining at Panera so attractive that customers would be willing to pass by the outlets of other fast-casual restaurant competitors to dine at a nearby Panera Bread bakery-café. Panera’s target market was urban workers and suburban dwellers looking for a quick- service meal and a more aesthetically pleasing dining experience than that offered by traditional fast food restaurants. Panera Bread’s distinctive menu, signature café design, inviting ambience, operating systems. And unit location strategy allowed it to compete successfully in five submarkets of the food-away-from-home industry: breakfast, lunch, daytime “chill out”, light evening fare for eat-in or take-home, and take-out bread. Panera’s marketing strategy was to compete on the basis of providing an entire dining experience rather than by attracting customers on the basis of price only. The objective was for customers to view dining at Panera as being a good value-meaning high-quality food at reasonable prices- so as to encourage frequent visits. Panera Bread’s growth strategy was to capitalize on Panera’s market potential by opening both company-owned and franchised Panera Bread locations as fast as was prudent. Panera Bread’s franchising strategy was to enter into franchise agreements that

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