The Problem: Panera Bread has created a brand image that is characterized by its fresh food variety, quick service, and more sophisticated than fast food meal options. Currently, its beverage items do not coincide with these characteristics causing a disconnect between the food and drink options in the mind of the consumer.

The Solution: Panera Bread needs to reposition its brand by improving the way they promote not only themselves, but specifically its beverages.

The Plan: We determined that the most effective strategy to fix our problem will be enacted through a series of plans explained through the acronym R.E.V.A.M.P.

EXECUTIVE SUMMARY

Restructure Engage Value

Awareness Market Promote

SECONDARY RESEARCH

Here is what’s going on:

● Fast-casual dining has increased in popularity. ● Restaurants are challenged with satisfying two very different generation, Baby

Boomers and Millennials.● People are becoming more aware of what they are putting in their body● There is a consumer disconnect with brand image of Panera Bread● Competitors: Chipotle, McAlister’s, Newk’s, Starbucks

PRIMARY RESEARCH

survey respondents

one-on-one interviews

observations at competitor restaurants

focus group participants

INSIGHTS

Food is the primary factor in the decision process

for where to eat. Beverages are secondary.

● 92.93% of survey respondents said that they would dine at a restaurant that does not serve soft drinks.

● 76% of survey respondents said that they do drink soft drinks.

Consumers are habitual and risk averse.

INSIGHTS

When asked about alternative beverage options, respondents answered:

● “Irrelevant. I always choose the same thing.”● “If it’s a typically place I go to, then I’m not willing to try new beverages.”● “I only drink water and sweet tea, everywhere.”

During a taste test in a focus group, participants were offered six different beverages. Many were willing to try new beverages and were more concerned with getting a drink within their preference category. (i.e. sodas, teas, juices)

Beverage preferences are influenced by mood

and social environment.

INSIGHTS

41% of our survey participants used an emotion to describe how soda makes them feel:

● “Happy”● “Relaxed”● “Refreshed”● “Amazing”

There are soda loyalists. There are water loyalists. And

then there are people who are in between.

INSIGHTS

People are “balancers” in regards to calorie intake.

INSIGHTS

Consumers have a disconnect with the Panera Bread

brand image.

INSIGHTS

Throughout its website, Panera references the fact that its ingredients are “clean” and its food is “freshly” made. Consumers have taken this language and perceived Panera as a brand that is striving to be known as a “healthy” option.

SWOT ANALYSIS

STRENGTHS WEAKNESSES

● Innovation in menu offerings provides competitive advantage.

● Strong presence in fast-casual dining. ● Casual, upscale, comfortable atmosphere.

● Artificial additives in food.● Limits on food variety, at risk of falling away from the

healthy and fresh initiative.● Beverages do not align with the food.

OPPORTUNITIES THREATS

● New demand for organic products could lead to an increase in revenue.

● Change consumer perception.● Introduce new product and state-of-mind.

● New competitors entering the fast-casual market. ● Shortage of suppliers/resources.● Health-conscious trend could fade away.● If a recession hit, people would fade away from

higher priced meals. ● Market becoming saturated.

TARGET AUDIENCE

● Strong-minded● Health-conscious● Stubborn in her ways● Indulgent● Aware of natural choices● Comfortable in her own skin

Panera Girl is not only a human being... it is a “state-of-mind”

● Millennials● Middle-class● Disposable income

R.E.V.A.M.P. the Refreshments

RRestructure

EEngage

The Panera Girl

VValue

Diversity

AAwareness

ThroughAdvertising

PPromote

#PaneraTime

MMarket to Millennials

RESTRUCTURE

KEEP

Espresso Hot DrinksFruit SmoothiesIced TeasFruit TeasLemonadesJuices

Stubborn Soda

RESTRUCTURE

● A Pepsi based product that is focused on extending its reach in the craft beverage market

● Stubborn Soda comes from the determination to “come up with flavor profiles we know customers will love”

● “tap-like pouring ritual” to offer consumers a different perspective on the soft drink experience

ENGAGE #PaneraTime

Panera Time is Any Time You Want it to BeIt Should Feel Natural

VALUE Diversity

Quinn naturally artistic Abbey

naturally fun Makalanaturally competitive

Megannaturally caring

Jennifernaturally driven

AWARENESS Through Advertising

Both the single image and trio print advertisement will

appear.

#PaneraTime will be a consistent on both

pieces.

72 billboards will go up in 3 phases.

Phase 1: Feb. - AprilPhase 2: May - Aug.Phase 3: Sept. - Dec.

AWARENESS Through Advertising

AWARENESS Through Advertising

AWARENESS Through Advertising

MARKET to Millennials

Radio Ad: “Tuesday”Strategy: Advertising will introduce Panera Bread’s newest beverage options.Tone will be upbeat, relatable and trendy.

Panera Girl #1 Makala, (acting sore) Abbey I can’t believe you talked me into that Pilates class, i’m going to be sore for a week!”

Panera Girl #2 Abbey, “Oh come on, Makala, it wasn’t that bad!”

Makala: (sarcastic) “Yea, ok.”

Abbey: “Well hurry your sore self up. We’re meeting the girls at Panera remember?

Makala: Didn’t we just go there the other day?

Abbey: “Yep! It’s a good thing. It never gets old, c’mon let’s go!

Narrator: “My time, Family time, study time, date time, any time is Panera Time. Come find or make the perfect drink for you. With dozens of soft drinks, freshly made lemonades, fruit teas, coffee blends and the ALL-NEW Indulge Yourself flavor bar, Panera is your one-stop drink spot. Come get your Panera fix today.”

MARKET to Millennials

PROMOTE #PaneraTime

PROMOTE #PaneraTime

PROMOTE #PaneraTime

PROMOTE #PaneraTime

Media Budget

● PRINT $820,015People $345,900Cosmopolitan $268,515Women’s Health $205,600

● DIGITAL MEDIA $608,625Hulu $220,625YouTube $250,000Pandora $138,000

● SOCIAL MEDIA $200,000Facebook $110,000Instagram $90,000

● OUTDOOR ADVERTISING $371,360Billboards $60,000In-store Signage $311,360

TOTAL COST $2,000,000

Results

Average price of a drinkDrink’s costs (40%)Profit (60%)

$2.50- $1.00 $1.50

5+ drinks a day x $2.50 x 360 x 1,946 store lo $8,757,000

- $3,502,800 $5,254,200

(40%) drink costs

(60%) profit