SoupedUP!: SoupedUP! Group #1 Nader Al Essa Haitham Al Humsi Jill Richardson Kim Rubenstein Luqman Sadiq Alan Yeung


Problem Statement: Problem Statement Panera (St. Louis) Bread Co. Despite phenomenal growth nationwide, growth has stagnated in the St. Louis area. Objective: To increase growth in the St. Louis area by opening a new soup restaurant to expand and diversify Panera’s customer base.


SoupedUP!: SoupedUP! TM


SoupedUP!: Mission Statement: SoupedUP!: Mission Statement To provide a unique, healthy, high-quality, and convenient international dining experience


History: Panera Bread Co.: History: Panera Bread Co. Founded in 1987 in St. Louis as Saint Louis Bread Co. Expanded to 19 bakery-cafes by 1993 Bought by Au Bon Pain Co. in 1993 Sold Au Bon Pain in 1999 Renamed Panera Bread Co. Currently has 262 bakery-cafes in 28 states


Stock Price (NASDAQ: PNRA): Stock Price (NASDAQ: PNRA)


Current Marketing Mix: Product: Current Marketing Mix: Product Menu: Deli Sandwiches, Panini, Soups, Bakery Goods, Espresso All high quality and fresh Offers bakery goods as well as meal items Restaurants with a European flair


Price: Price Average lunch costs $6.41 Average breakfast costs $3.76 Average purchase costs $5.44 Lower prices than sit-down dining Avoids price competition through brand equity


Promotion: Promotion Cultivates good will with community through public relations, such as donating to causes such as Walk for Diabetes and donating leftovers to the homeless Frequent purchase programs for both deli sandwiches and espresso Less emphasis on traditional advertising


Place: Place Utilizes a combination of company owned stores and franchises Located in malls, strip malls, and free-standing buildings 262 locations in 28 states with plans to expand to 1500 locations nationwide


Competitor Analysis: Competitor Analysis Competition includes bakeries and other restaurants that fall between fast food and casual dining, such as Starbucks and Einstein Bros. Indirect competitors include fast food and sit down dining venues


Demand and Customers: Demand and Customers Customers include Trend-setters and Good food traditionalists Both groups desire quality experience tailored to their discriminating tastes Trend setters especially tend to embrace new, healthy menu items


Environmental Analysis: Environmental Analysis With more dual-income families, consumers seek convenient dining solutions More health information is available, making the average consumer more health conscious


S.W.O.T: Strengths: S.W.O.T: Strengths Leading bakery-café nationwide Award-winning sourdough bread High quality food Highly profitable Loyal customer base


S.W.O.T: Weaknesses: S.W.O.T: Weaknesses Soup quality varies from day to day Small percent of profits come from dinnertime sales Low brand awareness in new markets Market saturation in St. Louis area


S.W.O.T: Opportunities: S.W.O.T: Opportunities Increasing health consciousness among consumers Very few direct competitors Ample room to expand into new markets


S.W.O.T: Threats: S.W.O.T: Threats Delivery services such as 569-DINE Due to high profit margins, potential for competitors to enter the market


SoupedUP!: The Plan: SoupedUP!: The Plan TM


General Marketing Strategy: General Marketing Strategy Subsidiary of Panera Bread Co. Open a new restaurant, SoupedUP!, in Clayton, MO SoupedUP! offers a wide range of high quality soups as well as a selection of the most popular Panera Bread Co. menu items Target health conscious, on-the-go customers Differentiate from Panera Bread Co. by providing a distinct, international atmosphere


SoupedUP!: Product: SoupedUP!: Product 15 daily soups made from fresh ingredients on site Includes more traditional “comfort food” as well as exotic international selections 2 sizes, offered in bowls and bread bowls Cold soups and salads to maintain sales in summer months


SoupedUP!: Product: SoupedUP!: Product Offer vegetarian and vegan selections Customize by offering additional ingredients Foster an international atmosphere, expanding on traditional European feel of Panera Bread Co. Provide an international ‘Soup-of-the-Month’ option on our menu


SoupedUP!: Product: SoupedUP!: Product


SoupedUP!: Price: SoupedUP!: Price


SoupedUP!: Price: SoupedUP!: Price


SoupedUP!: Price: SoupedUP!: Price Prices: Regular $2.95, Large (bread bowl) $4.95 Add-ons include tofu, chicken, beef, and shrimp, ranging from $.75 to $1.35 for the regular size and $.95 to $1.75 for the large size Priced relatively high to show high quality


SoupedUP!: Promotion: SoupedUP!: Promotion Continue Panera Bread Co.’s emphasis on public relations Advertise in current Bread Co. restaurants, university newspapers and Riverfront times Frequent purchase programs such as punch-cards Goodwill donations to local organizations that promote diversity Extra soup donated to needy


SoupedUP!: Place: SoupedUP!: Place Company owned restaurant Located in Clayton, MO on Forsyth Rd. between Washington University and Clayton Business District Eventually expand to other locations in St. Louis area and other cities with saturated Panera Bread Co. markets


SoupedUP!: SoupedUP! Any Questions?


Thank you!: Thank you! TM