1. Donna Moulton
Organizational Management
Professor Lawter
Assignment 2
Due: 3/26/13
Case 13: Panera Bread Company: Staying Ahead of Long-Term
Trends
1.)How might consumers’ perception of Panera’s menu and atmosphere affect their
dining experience and tendencies to return as customers?
Since Panera bread has developed an atmosphere where they serve artisan-
style bread, deli sandwiches, soups, and pastries in an inviting environment with
free wifi service, also they provide a jump the line service for early morning patrons
that are just looking for a cup of coffee so they don’t have to wait inline. If customers
perceive the environment to not be just another fast food chain but a more up scale
chain where they can feel at home and can stay for hours with good food and good
service then patrons are more likely to revisit after their first experience.
2.)Describe how stereotypes about the fast food industry might positively and
negatively impact Panera.
Some stereotypes that plague the fast food industry are trans-fats, and
unhealthy foods, a dirty environment and an atmosphere not very conducive to
sitting around after eating a meal and getting work done since most places want the
customers to get in and then out. So in that respect Panera bread can find
themselves with more patrons that are looking for healthier alternatives and a
welcoming environment. On the other hand though patrons might not like to visit
panera because they may think the atmosphere is to hoity toity or that the food even
though it looks healthy may be packed full of fat and calories that aren’t conducive
to dieters needs.
3.)What are Panera’s competitive advantages? Can any of them be deemed
“sustainable?
I would say that wifi and artisan style sandwiches might not be enough to
give Panera the competitive advantage but for now it is working. At some point
though like every company they will need to come up with a new marketing plan
and additions to the chain to keep the patrons coming back for more whether it be
from their loyalty card or having more deals or just having a larger environment
with a café like area. There are many options the company can go in and it would be
in their best interest to keep up with trends in the industry and to not extinct
themselves be not catering to the customers changing needs.