Panera Bread aims to provide a welcoming atmosphere where customers can enjoy artisan foods and drinks alongside free WiFi. Their jump-the-line service for coffee also aims to provide a convenient experience. If customers perceive Panera as more than just a fast food chain, and instead as a place where they can feel at home for hours, they will be more likely to return. While Panera's focus on healthier options could attract customers seeking alternatives to typical fast food, some may see its atmosphere as too fancy or food as unhealthy. Panera's competitive advantages currently include WiFi and artisan sandwiches, but they will need to continually innovate and adapt to trends to keep customers engaged over the long run.