Panera Bread Mission Statement

Panera Bread's mission is to create high-quality food with value in a fast casual dining environment that is healthy and enjoyable for everyone to experience. The company values customers need and wants through their marketing. We can see the company's value for the customer through the marketing mix of Panera Bread in product, pricing, promotion, and place. Panera Bread was founded in 1987 by Ken Rosenthal. Before it became Panera Bread, it was known in the St. Louis area as St. Louis Bread Company. The first location opened in Kirkwood, Missouri and throughout the early years it expanded to 20 different locations and was known as the bakery-café. In 1993 Au Bon Pan purchased St. Louis Bread Company. Au Bu Pan was an established company

This statement shows that the company values the customer and wants to make sure that it can provide quality and good food for all customers. The customer-perceived value Panera wants to achieve is that it can provide high-quality food that is healthy and delicious and that it is priced reasonable. Panera understands the important of “marketing strategy – the marketing logic by which the company hopes to create this customer value and achieve those profitable relationships.” (Kotler and Armstrong, 72) The company sets itself apart from other competitors through their healthy marketing technique to provide healthy and quality food for all customers. They believe that serving food that they would feed their own families can provide the highest value a customer can want. In 2004 the company introduced chicken raised without antibiotics and many of the investors believed that this was the wrong move. The trade off to buy the more expensive chicken was to prove that it wanted the highest quality poultry to serve its customer. In 2005 the company committed to removing all artificial trans-fat, again showing that it wants to serve only healthy and delicious meals. In 2010 the company was the first national restaurant to display calorie information on its menu. This provided customer more information on how healthy they can be with the choices they were given. It also gave the company a chance to show how

The four variables that make up marketing mix are product, price, promotion, and place. The product that Panera Bread offers are a variety of high-quality food that ranges from Signature Panini, Signature Sandwiches, Bagels/Pastries, Soups, Pastas, Salads, and different drinks. The price of Panera is in the area of the fast casual dining that ranges from $8 to $15 for an order. It is higher than the normal fast food places because it creates a welcoming atmosphere that encourages customers to dine in and have its food made with high-quality ingredients. They also have a different soup every day on the menu and the customers can do a "You Pick Two". This is where the customers can choose two half portions of salads, sandwiches, paninis, soups, mac & cheese, or flatbread. With all orders, the customers can also choose to have bread, chips or an apple. Promotion at Panera is done by using the percentage of sales method. In 2015 Panera had total revenue of 2.3 billion in sale and their marketing spend was 2.6% of it. That is equivalent to around 61.3M in marketing spend. About 51% of the spend goes towards television and 32% of it goes towards outdoor marketing like billboards or events. The company also offers a rewards program called MyPanera for customers to earn reward points as this helps bring customers back to spend money and earn more points to use towards their