The document summarizes primary market research conducted on Panera Bread customers. It outlines the research objectives, methodology, key findings, and recommendations. The methodology included qualitative focus groups with college students and a quantitative online survey. Key findings from the research were that respondents feel Panera is overpriced, most order full meals rather than snacks, see most advertisements on social media and online, use online food delivery services, and value Panera's comfortable atmosphere. Based on these findings, recommendations include promotional advertising campaigns, increased social media and digital advertising, and marketing Panera as a "third place" between home and work.

1. Primary Research Presentation
December 2, 2015
Meghan Fennelly, Nicole Milstead, Toni Sichel, Catherine Troxell,
Cara Vedral

2. Today’s Presentation
● Background
● Primary research - methodology
○ Qualitative focus group findings
○ Quantitative survey findings
● Research findings summary
● Analysis and recommendations

3. Secondary Research Findings
● Healthy food options
● Menu Variety
● Limited racial diversity in customers
● Should expand online food services
● Be more interactive on social media
● Competitors serve as a threat

4. Reasons for Primary Research
● Dated information
● Not specific enough
● What were we missing?
○ What people were truly looking for in
Panera
○ What was important to people when dining

5. Objectives for Primary Research
● Determine factors important to consumers
when dining out
● Get indepth insight on consumer
thoughts/feelings on Panera Bread
experiences
● Understand the reach of Panera’s current
advertisements

6. Methodology
● To meet our research objectives, we
conducted two types of primary
research:
○ Qualitative: Focus group
○ Quantitative: Survey

7. Method – Focus Group
● Consisted of 9 people with the following
similar characteristics:
○ Demographics: 18-24
○ Psychographic: College students
○ Product Usage: Have eaten Panera in the past 6
months
● Paley Library - 60 minutes

8. Method – Survey
● Conducted online survey using Google
Forms
● Gathered data from 25 random people
○ Who have eaten at Panera in the past six
months
● Included demographic questions

9. Research Findings
● The five findings on the following slides
were determined from our primary
research using systematic analysis
techniques

10. Respondents feel that Panera
Bread is overpriced.
1

11. Supporting Data
● More than half of survey participants responded that
in their opinion Panera is overpriced
● Focus group respondents mentioned price as a
main factor
○ “It’s kind of expensive, you don’t get too much for the
price.”
○ “[I like the] creative options, [I dislike that it’s] too
expensive.”

12. Finding #1 – Data Support

13. Most of the respondents order
full meals (rather than baked
goods or snacks) when dining
at Panera Bread
2

14. Supporting Data
● The “Pick Two” was frequently brought up by
focus group respondents
● Most respondents bought full meals at their
last Panera experience.
○ “[I got the] Pick Two, chicken noodle soup, [and]
chicken Caesar salad. [it was a] great experience”
○ “...[I get the] Pick Two always”

15. Finding #2 – Data Support

16. Respondents are exposed to
the most advertisements on
social media or the Internet
3

17. Supporting Data
● More than half of respondents were most
likely to see advertisements while browsing
the Internet or while using social media
● “Where are you usually exposed to
advertisements?”
○ Twitter
○ Pandora
○ Spotify

18. Finding # 3 - Data Support

19. Respondents use online food
delivery services
4

20. Supporting Data
● 60% of participants stated that they use online
delivery 1-2 times a week
○ “[Ordering online is] a lot easier, I don’t like talking
on the phone”
○ “[Online delivery] allows a person to go run errands
and then swing by the place and pick up [their
food]”

21. Finding #4 – data support

22. Respondents value
atmosphere and enjoy Panera’
s atmosphere.
5

23. Supporting Data
● Participants stated that they enjoy Panera’s
environment
● Atmosphere is largely taken into consideration when
choosing a place to dine
○ “Atmosphere is super important. I have to feel comfortable in
their environment”
○ “I had an interview there. All interviews in my town happened at
our local Panera.”

24. Finding #5 – Data Support
● On average, survey respondents rated
“comfortable seating area” as the most
important factor to them in choosing a fast-
casual dining restaurant
● In comparison to the other options:
○ Receiving food in a timely fashion, quality of
food, menu variety and customer service.

25. Research Findings Summary
● Overpriced
● Most of the respondents order full meals
● Respondents view most advertising on social
media/the Internet
● Our respondents utilize online food delivery
services
● Welcoming setting

26. Recommendations
● Based on the research, our agency
suggests the following:
○ Promotional advertising
○ Social Media/Digital advertising
○ Advertise as a “third place”

27. Recommendation #1
● Promotional advertising campaign
● Free bakery item with purchase of full meal
● Offering discounts
● Half-price meals at certain
○ “Happy Hour”
● Expanding on popular pick-two options

28. Recommendation #2
● Keep up the good work on social media
● Use promoted posts on social media sites
● Buy ad space for browsing the Internet
● Popular apps such as Spotify, Pandora, etc.

29. Recommendation #3
● Marketing strategy - “third place”
● Place to go between home and work
● Creating a unique and relaxing experience and
atmosphere
● Consumers strongly attracted to this

30. We hope you take our
recommendations into consideration.
Thank you for your time!