Marketing 370 - Principles of Marketing
SoupedUP!
Group #1Nader Al Essa
Haitham Al HumsiJill Richardson
Kim RubensteinLuqman Sadiq
Alan Yeung
Marketing 370 - Principles of Marketing
Problem StatementPanera (St. Louis) Bread Co.• Despite phenomenal growth nationwide, growth
has stagnated in the St. Louis area.
Objective:• To increase growth in the St. Louis area by
opening a new soup restaurant to expand and diversify Panera’s customer base.
Marketing 370 - Principles of Marketing
SoupedUP!
TM
Marketing 370 - Principles of Marketing
SoupedUP!: Mission Statement
• To provide a unique, healthy, high-quality, and convenient international dining experience
Marketing 370 - Principles of Marketing
History: Panera Bread Co.• Founded in 1987 in St. Louis as Saint Louis
Bread Co.• Expanded to 19 bakery-cafes by 1993• Bought by Au Bon Pain Co. in 1993• Sold Au Bon Pain in 1999• Renamed Panera Bread Co. • Currently has 262 bakery-cafes in 28 states
Marketing 370 - Principles of Marketing
Stock Price (NASDAQ: PNRA)
Marketing 370 - Principles of Marketing
Current Marketing Mix: Product
Menu: Deli Sandwiches, Panini, Soups, Bakery Goods, Espresso
All high quality and fresh Offers bakery goods as well as meal items Restaurants with a European flair
Marketing 370 - Principles of Marketing
Price• Average lunch costs $6.41• Average breakfast costs $3.76• Average purchase costs $5.44• Lower prices than sit-down dining• Avoids price competition through brand equity
Marketing 370 - Principles of Marketing
Promotion• Cultivates good will with community through
public relations, such as donating to causes such as Walk for Diabetes and donating leftovers to the homeless
• Frequent purchase programs for both deli sandwiches and espresso
• Less emphasis on traditional advertising
Marketing 370 - Principles of Marketing
Place• Utilizes a combination of company owned stores
and franchises• Located in malls, strip malls, and free-standing
buildings• 262 locations in 28 states with plans to expand
to 1500 locations nationwide
Marketing 370 - Principles of Marketing
Competitor Analysis• Competition includes bakeries and other
restaurants that fall between fast food and casual dining, such as Starbucks and Einstein Bros.
• Indirect competitors include fast food and sit down dining venues
Marketing 370 - Principles of Marketing
Demand and Customers• Customers include Trend-setters and Good food
traditionalists• Both groups desire quality experience tailored to
their discriminating tastes• Trend setters especially tend to embrace new,
healthy menu items
Marketing 370 - Principles of Marketing
Environmental Analysis• With more dual-income families, consumers seek
convenient dining solutions• More health information is available, making the
average consumer more health conscious
Marketing 370 - Principles of Marketing
S.W.O.T: Strengths• Leading bakery-café nationwide• Award-winning sourdough bread• High quality food• Highly profitable• Loyal customer base
Marketing 370 - Principles of Marketing
S.W.O.T: Weaknesses• Soup quality varies from day to day• Small percent of profits come from dinnertime
sales• Low brand awareness in new markets• Market saturation in St. Louis area
Marketing 370 - Principles of Marketing
S.W.O.T: Opportunities• Increasing health consciousness among
consumers• Very few direct competitors• Ample room to expand into new markets
Marketing 370 - Principles of Marketing
S.W.O.T: Threats• Delivery services such as 569-DINE• Due to high profit margins, potential for
competitors to enter the market
Marketing 370 - Principles of Marketing
SoupedUP!: The Plan
TM
Marketing 370 - Principles of Marketing
General Marketing Strategy• Subsidiary of Panera Bread Co.• Open a new restaurant, SoupedUP!, in Clayton,
MO• SoupedUP! offers a wide range of high quality
soups as well as a selection of the most popular Panera Bread Co. menu items
• Target health conscious, on-the-go customers• Differentiate from Panera Bread Co. by providing
a distinct, international atmosphere
Marketing 370 - Principles of Marketing
SoupedUP!: Product• 15 daily soups made from fresh ingredients on
site• Includes more traditional “comfort food” as well
as exotic international selections• 2 sizes, offered in bowls and bread bowls• Cold soups and salads to maintain sales in
summer months
Marketing 370 - Principles of Marketing
SoupedUP!: Product• Offer vegetarian and vegan selections• Customize by offering additional ingredients• Foster an international atmosphere, expanding
on traditional European feel of Panera Bread Co.• Provide an international ‘Soup-of-the-Month’
option on our menu
Marketing 370 - Principles of Marketing
SoupedUP!: Product
Marketing 370 - Principles of Marketing
SoupedUP!: Price
Marketing 370 - Principles of Marketing
SoupedUP!: Price
Marketing 370 - Principles of Marketing
SoupedUP!: Price• Prices: Regular $2.95, Large (bread bowl) $4.95• Add-ons include tofu, chicken, beef, and shrimp,
ranging from $.75 to $1.35 for the regular size and $.95 to $1.75 for the large size
• Priced relatively high to show high quality
Marketing 370 - Principles of Marketing
SoupedUP!: Promotion• Continue Panera Bread Co.’s emphasis on public
relations• Advertise in current Bread Co. restaurants,
university newspapers and Riverfront times• Frequent purchase programs such as punch-
cards• Goodwill donations to local organizations that
promote diversity• Extra soup donated to needy
Marketing 370 - Principles of Marketing
SoupedUP!: Place• Company owned restaurant• Located in Clayton, MO on Forsyth Rd. between
Washington University and Clayton Business District
• Eventually expand to other locations in St. Louis area and other cities with saturated Panera Bread Co. markets
Marketing 370 - Principles of Marketing
SoupedUP!
Any Questions?Any Questions?
Marketing 370 - Principles of Marketing
Thank you!
TM