Professional Documents
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Lauren Byers
Kyle Crowe
Christina Lashley
Ryan Mechura
Jason Metzger
Curbside Pickup
Opportunity to increase revenue and market share with
minimal cost impact on the staff or physical store
Customers are using their dining rooms instead of Paneras
(beneficial on busy nights)
Curbside pickup will allow customers to be served more
efficiently
Will have great appeal to time constrained customers
Overall goal is to make Panera Bread even more convenient
Target Market
People on a lunch break looking for a quick bite to eat
People in a rush on their way home from work
Time constrained parents
According to the National Restaurant Associations Industry
Fact Sheet,69% of adults said purchasing meals from
take-out and delivery restaurants makes it easier for
families with children to manage their day-to-day lives.
Marketing Methods
National television commercials
Test market in St. Louis and other select markets with local ads
before national launch
Target audience (college students and young professionals) more
likely to watch television at night or on weekend.
Use two separate ads over the course of 6 months
Costs of Plan
Total projected marketing costs: $61,200,000
Outback curbside pickup contributes 19% of its total revenues
We estimate earning half the percentage of what Outback Steakhouse
attributes to its Curbside service (19% / 2 = 9.5%)
Assuming it will take a year to inform a majority of current and new
consumer base of the service
Therefore we estimate that additional revenues from marketing and use
of the Curbside Pickup service by our consumers will add 9.5 % to our
current revenue stream in our first year
Summary
Curbside Pickup adds more convenience and accessibility to Panera for
customers that they did not have before
We will have this service implemented and operating efficiently into all 1,736
locations across the US and Canada within 1 year.
Our plan provides immediate financial growth and growing brand awareness
across all locations
We continue to provide quality food and service for our consumers along with
our convenience that Curbside Pickup gives consumers
This new strategy will continue Paneras mission to place a loaf of bread in
every arm
Works Cited
"Contact Us | Panera Bread." Contact Us | Panera Bread. N.p., n.d. Web. 1 Dec. 2013. <https://www.panerabread.com/en-us/customer-service/contactus.html>.
Mason, Kevin, et al. Consumer Perceptions of Quick Service Restaurants. Journal of Business and Economics 13.4 (2013): 109-116. Business Source Complete.
Web. 2 Dec, 2013
"Panera Bread Company SWOT Analysis." Panera Bread Company SWOT Analysis (2013): 1-8. Business Source Complete. Web. 1 Dec. 2013.
"Part Ii: Strategic Perspectives: Chapter 10: Dayparts." Restaurant & Foodservice Market Research Handbook. 76-83. n.p.: Richard K. Miller & Associates,
2007. Business Source Complete. Web. 1 Dec. 2013.
Selected Economic Characteristics. American FactFinder (2013). United States Census Bureau. Web. 2 Dec. 2013.
Selected Social Characteristics in the United States. American FactFinder (2013). United States Census Bureau. Web. 2 Dec. 2013.
"Top Bakery and Cafe Chains, 2012." Market Share Reporter. Ed. Robert S. Lazich and Virgil L. Burton, III. 2014 ed. Detroit: Gale Group, 2014. 880 pp. 2 vols.
Gale Directory Library. Gale. Towson University. 8 Oct. 2013
Wagner, Nancy. "How Much Does Television Advertising Really Cost?." Chron. Houston Chronicle, 7 Jul. 2012. Web. 3 Dec 2013.
Panera Bread Company 2012 Annual Report to Stockholders. (2012)
https://www.panerabread.com/content/dam/panerabread/documents/financial/2012/ar-2012.pdf