Case 5.1 Panera bread: Occupying a Favourable Position in a Highly Competitive Industry

1. Anthony MA1N0231 Liisi 0A10F001 Case 5.1 Panera bread: Occupying a Favourable Position in a Highly Competitive Industry

2. Panera bread – history Panera bread today - products The future Discussion questions Program

3. Au Bon Pain Co. 1981 + Saint Louis Bread Company (mid-1990s) 2008, sales +23% ($941 mln) 2003 – 602 units 2008 – 1270 units 2012 – 1591 units Panera Bread - history

4. Panera bread today - products

5. Fast Casual category • Leading national brand • Positioning strategy • Signature foods • Savvy execution The future

6. How has Panera Bread established a unique position in the restaurant industry? How has this unique position contributed to its success? Discussion questions – 1

7. Good timing Fast + casual (positioning) Customers needs Speciality foods Window catching-> success Discussion questions – 1

8. The restaurant industry

9. Analyze the restaurant industry using Porter’s five forces model. In what ways has Panera Bread successfullypositioned itself against the forces that are suppressing the profitability of the restaurant industry as a whole? Discussion questions - 2

10. Porter’s forces

11. Panera Bread’s forces

12. What barriers to entry has Panera Bread created for potential competitors? How significant are those barriers? Discussion questions – 3

13. Brand’s Recognition: • Panera Bread = Fast Casual • Artisanal Bakery • Healthy food • Pioneer’s prestige • 20years of experience • 1,591 units in US

14. What are Panera Bread’s primary sources of competitive advantage? In your judgement, are these sources of advantage sustainable? Why or why not? Discussion questions – 4

15. Brand’s Recognition: • Panera Bread = Fast Casual • Artisanal Bakery • Healthy food • Pioneer’s prestige • 20years of experience • 1,591 units in US

16. Do you think Panera Bread will reach its goal of becoming a leading national brand in the restaurant industry? Why or why not? Discussion quesion – 1b

17. Applebee’s McDonald’s

19. What are the ways that Panera Bread can conduct ethical and proper forms of competitive analysis to learn about potential competitors entering the fast-casual category? Application questions - 1

20. Competitor array – “Market”

21. Background • key personalities, location of offices, etc… • Financials • Method of growth, Liquidity, etc… • Products • Brand loyalty, New products developed, patents, etc… • Marketing • 4P’s • Facilities • Plant capacity, shipping logistics, etc… • Personnel • Number of employees, management style, etc… • Corporate and Marketing strategies • Objectives, growth plan, etc… Competitor Profiling

22. Think at least two other businesses that have established unique positions in their industries. How have their unique positions contributed to their success? Application questions - 2

23. Products Service Feeling special Starbucks

24. 1st Smartphone • Leader now • User friendly • Steve Jobs Apple - iphone

25. Thank you!