Developing a Cause Strategy for Panera Bread

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A cause strategy for Panera Bread developed for an MBA-level branding course at the Boston University School of Management.

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  • Statistics from survey created by team. Survey generated by Qualtrics Labs Inc. Provo, UT, accessed April 30th 2011. n=85
  • Alignment with Panera includes current initiatives and common mission
  • Increase promotion of cause support both online and in stores
  • Panera can engage customers by creating challenges related to hunger relief, such as purchasing the Sandwich of the Month or volunteering in the community
  • 86% believe that companies should engage in CSR through community events81% believe companies should engage in volunteering efforts90% of companies say corporate volunteering improves recruitment, retention and morale1
  • Developing a Cause Strategy for Panera Bread

    1. 1. Cause Strategy for Panera Community<br />Team 4<br />Rachel Dellon<br />Christina Harsanyi<br />Eli Mather<br />Ashley Mikowski<br />Jennifer Nevins<br />Joel Samen<br />AashishVyas<br />
    2. 2. Panera’s Cause Support<br />Operation Dough-Nation Programs<br />SCRIP Fundraising<br />Day-EndDough-Nation<br />Community<br />Breadbox<br />In-Kind Community Donations<br />Panera Cares Community Cafés<br />How aware are Panera customers?<br />2% Community Cafés<br />ZEROOperation Dough-Nation<br />
    3. 3. Competitors’ Causes<br />Most companies support multiple causes with no cohesive strategy<br />Panera Opportunity: Align Strategy Under One Cause<br />
    4. 4. Survey Identified Food Causes<br />
    5. 5. Recommended Cause: Hunger Relief<br />Why Hunger Relief?<br />Alignment with Panera<br />A Top Cause Identified in Survey<br />Potential for Backlash<br />Healthy Eating<br />Childhood Obesity<br />
    6. 6. Recommended Organization<br /><ul><li>Leading Hunger Relief Charity
    7. 7. Existing Relationship with Panera
    8. 8. National Organization with Local Ties</li></li></ul><li>Do Their Meanings Mesh?<br />Food<br />Helping Children<br />Food<br />Upscale Fast Food<br />Hunger Relief<br />Nourishment<br />Community<br />Innovative<br />Nourishment<br />Community<br />Fresh<br />Hunger Research,Advocacy, Education<br />Strong Network<br />Great Bread<br />Strong Network<br />Integrity<br />Vision for Hunger-Free America<br />Place to Meet Friends<br />Integrity<br />Urgency<br />Generosity, Good Will<br />Relaxing<br />Inviting<br />Generosity, Good Will<br />
    9. 9. How Customers Support Causes<br /><ul><li>Most “affinity” Panera customers surveyed support food causes on a regular basis via purchasing</li></li></ul><li>Cause Related Marketing<br />Joint funding and promotional strategy<br />Leads to engagement and recognition <br />83% of Americans want products they use to benefit causes1<br />Transparency is key<br />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.<br />
    10. 10. Short-Term Initiatives<br />Emphasize Hunger Relief Focus<br />Start “Sandwich of the Month” Program<br />Increase Promotion of Cause Support<br />
    11. 11. How to Engage the Customer<br />
    12. 12. Partner with SCVNGR<br />What It Is:<br />Why It Matters:<br /><ul><li>A social, location-based game about doing challenges at your favorite places
    13. 13. Can engage customers by creating challenges related to hunger relief
    14. 14. Players share their challenges with friends and promote Panera brand image
    15. 15. Players get rewards, like MyPanera offers, for completing challenges</li></li></ul><li>Stay Involved with the Community<br />Target Customers<br />Day of Service<br />Local Events<br />
    16. 16. Summary<br />Partnership<br />Publicity<br />Planning<br />Cohesive CSR strategy focused on single cause<br />Increase awareness of current CSR campaigns<br />Implement “Sandwich of the Month” program<br />Team with Feeding America to address hunger relief<br />Leverage website, in-store displays, Twitter, SCVNGR and MyPanera<br />Engage MyPanera customers for Day of Service<br />

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