Cause Strategy for Panera CommunityTeam 4Rachel DellonChristina HarsanyiEli MatherAshley MikowskiJennifer NevinsJoel SamenAashish Vyas

Panera’s Cause Support

Operation Dough-Nation Programs

Community

Breadbox

Day-EndDough-Nation

SCRIP Fundraisin

g

In-Kind Community Donations

Panera Cares Community Cafés

2% Community Cafés

ZERO Operation Dough-Nation

How aware are Panera customers?

Competitor Cause

Local organizations, fundraising events, cultural arts, food banks

Einstein Bros. Bagels

Corner Bakery Community gardens, free lunches for volunteers, childhood hunger

Atlanta Bread Arts, philanthropic foundations, end-of-day donations to local charities

Potbelly Cancer fundraising, local community families

Most companies support multiple causes with no cohesive strategy

Panera Opportunity: Align Strategy Under One Cause

Competitors’ Causes

0%10%20%30%40%50%60%70%80%90%

100%

Very Likely to Support

Likely to Support

Neutral

Survey Identified Food Causes

Recommended Cause: Hunger Relief

Why Hunger Relief?

Alignment with Panera

A Top Cause Identified in

Survey

Potential for Backlash

Healthy Eating

Childhood Obesity

Recommended Organization

Leading Hunger Relief Charity

Existing Relationship with Panera

National Organization with Local Ties

Food

Nourishment

Integrity

Strong Network

Generosity, Good Will

Community

Urgency

Hunger Research,Advocacy, Education

Vision for Hunger-Free America

Helping Children

Hunger Relief

Community

Nourishment

Integrity

Strong Network

Upscale Fast Food

Generosity, Good Will

Food

Great Bread

Place to Meet Friends

Relaxing

Fresh

Inviting

Innovative

Do Their Meanings Mesh?

Most “affinity” Panera customers surveyed support food causes on a regular basis via purchasing

Donations

Volunteering

Purchasing

0 5 10 15 20 25 30 35 40

Food Causes

Overall

How Customers Support Causes

Joint funding and promotional strategy Leads to engagement and recognition

83% of Americans want products they use to benefit causes1

Transparency is key

1 "Cause Marketing Remains Strong: 2010 Cone Cause Evolution Study." Cone. Knowledge Leadership, 17 Sept. 2010. Web. 01 May 2011. http://www.coneinc.com/cause-marketing-remains-strong.

Cause Related Marketing

Emphasize Hunger Relief

Focus

Start “Sandwich of the Month”

Program

Increase Promotion of

Cause Support

Short-Term Initiatives

How to Engage the CustomerCompetition Between

Stores

Use MyPanera

as Platform

Increase Community Involvement

Support MyPanera Strategic

Objectives

Partner with SCVNGRWhat It Is: Why It Matters:

A social, location-based game about doing challenges at your favorite places

Players get rewards, like MyPanera offers, for completing challenges

Can engage customers by creating challenges related to hunger relief

Players share their challenges with friends and promote Panera brand image

Stay Involved with the Community

Day of Service Local Events

Target Customers

Summary

Cohesive CSR strategy focused on single cause

Team with Feeding America to address

hunger relief

Increase awareness of current CSR

campaigns

Partnership Publicity Planning

Leverage website, in-store displays, Twitter, SCVNGR and MyPanera

Implement “Sandwich of the Month” program

Engage MyPanera customers for Day

of Service