panera

1. What is Panera Bread’s strategy? Which of the competitive strategies discussed in Chapter 1 most closely fit the competitive approach that Panera Bread is taking? What type of competitive advantage is Panera Bread trying to achieve?

1. As stated in Case 6 of Peter and Donelly’s Marketing Management, Panera Bread strategy is to provide “a premium specialty bakery and café experience to urban workers and suburban workers”. This strategy included proiding its customers with specialized baked goods, soups, salads, custom roasted coffees alongside other beverages aimed at a customer base that would be mostly composed of urban workers and suburban dwellers that were looking for a quick-service meal with a more aesthetically pleasing environment than a traditional fast-food restaurant. With a distinctive menu, signature design of the premises, an inviting ambience, operating systems, and a location placement strategy that would allow it to compete in various submarkets; breakfast, lunch dinner, etc. Panera gradually enhanced their menu to attract more customers with a goal of becoming “better than the guys across the street” and thus making their dinning experience more attractive than other fast-casual dinning competitors.

Th The Marketing strategies that more closely fit Panera Bread’s marketing strategy would include offering a better product, better service, along with a more attractive location or place.

Ov Overall, Panera Bread is trying have a competitive advantage by providing a better product than the completion, better service and location that its customers will enjoy to achieve a customer retention and attract new customers through personal recommendations. The adaptable menu allows Panera Bread to adjust to i...

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...er customer traffic via happy hours, children’s menus, lunch and dinner specials, and beverage/appetizer specials during televised sporting event i.e. (Super Bowl).

Loyalty is huge in business nowadays, Panera Bread Company can offer a loyalty card where if the customer dined a certain amount of times at Panera Bread then the customer would receive a free lunch/dinner, they can also offer the same if it is the customer’s birthday.

Another factor that would increase Panera Bread Company’s competitive position would be to expand their brand to rural areas where they are not known.

Having deals that are only available when ordered online would be another huge factor in Panera Bread Company’s competitive advantage. Customers would be able to order online and have their food deliver especially for people who are working in such areas where it’s difficult to commute.