Panera Bread: Market and Supply

Panera Bread: Market and Supply Chain

Marketing plan

Company Overview

Panera Bread is a bakery and cafe company. It specialized in sandwiches, salads, baked goods and fare price. The company is based in St. Louis.

Potential Customers:

Panera Bread Co. big market segment in the hotel industry is approximated to growing faster than expected. It focuses on the middle class market and white collar class in the United States.

Competitor

Panera Bread Company main competitors in the industry are Chipotle Mexican Grill inc. (CMG), Starbucks Corporation (SBUX). Both companies have a greater public acceptance due to their long service and diligent service delivery. Again, they are some of the company in the restaurant industry which the kept the revenue rising despite the recession, which tremble many companies. Therefore Panera considered them as great competitors for this squeezed market segment. However, the Penera Bread Company has managed to outshine them over the past two years.

Market Share

Over the past two years, Panera Bread Company has grown bigger to establish about 1,540 bakery cafes in the U.S. And it looks forward to start more, in a total number of 115 to 120 new units this year. This many experts say because of its determination in its advertisement which has cost millions of dollars.

However, the number of customers it serves currently still remains roughly flat over last year. But increase demand is expected to take shape after its first TV advertisement in the history of its operations.

It sales is also expected to skyrocket from its own restaurant which was started in 2011. The sales expected to increase from 7% to 7.5% in the current quarter, as better weather, the media spending higher price help it to continue to outperform the industry.

Promotion and advertising

Penera Bread Company is to spend millions of dollars in reach the market and to improve it sales and profitable. These will be through advertising using electronic media for the first time in its history. It will be the first national cable television advertisement at St. Louis-based company.

Media