panera bread research
TRANSCRIPT
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Primary Research PresentationDecember 2, 2015
Meghan Fennelly, Nicole Milstead, Toni Sichel, Catherine Troxell, Cara Vedral
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Today’s Presentation● Background● Primary research - methodology
○ Qualitative focus group findings○ Quantitative survey findings
● Research findings summary● Analysis and recommendations
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Secondary Research Findings● Healthy food options● Menu Variety● Limited racial diversity in customers● Should expand online food services● Be more interactive on social media● Competitors serve as a threat
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Reasons for Primary Research
● Dated information● Not specific enough
● What were we missing?
○ What people were truly looking for in Panera
○ What was important to people when dining
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Objectives for Primary Research● Determine factors important to consumers
when dining out● Get indepth insight on consumer
thoughts/feelings on Panera Bread experiences
● Understand the reach of Panera’s current advertisements
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Methodology
● To meet our research objectives, we conducted two types of primary research:○ Qualitative: Focus group
○ Quantitative: Survey
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Method – Focus Group● Consisted of 9 people with the following
similar characteristics:○ Demographics: 18-24
○ Psychographic: College students
○ Product Usage: Have eaten Panera in the past 6 months
● Paley Library - 60 minutes
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Method – Survey● Conducted online survey using Google
Forms● Gathered data from 25 random people
○ Who have eaten at Panera in the past six months
● Included demographic questions
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Research Findings
● The five findings on the following slides were determined from our primary research using systematic analysis techniques
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Respondents feel that Panera Bread is overpriced.
1
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Supporting Data● More than half of survey participants responded that
in their opinion Panera is overpriced● Focus group respondents mentioned price as a
main factor
○ “It’s kind of expensive, you don’t get too much for the
price.”
○ “[I like the] creative options, [I dislike that it’s] too
expensive.”
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Finding #1 – Data Support
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Most of the respondents order full meals (rather than baked goods or snacks) when dining at Panera Bread 2
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Supporting Data● The “Pick Two” was frequently brought up by
focus group respondents ● Most respondents bought full meals at their
last Panera experience.○ “[I got the] Pick Two, chicken noodle soup, [and]
chicken Caesar salad. [it was a] great experience”○ “...[I get the] Pick Two always”
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Finding #2 – Data Support
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Respondents are exposed to the most advertisements on social media or the Internet
3
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Supporting Data● More than half of respondents were most
likely to see advertisements while browsing the Internet or while using social media
● “Where are you usually exposed to advertisements?”○ Twitter○ Pandora○ Spotify
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Finding # 3 - Data Support
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Respondents use online food delivery services
4
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Supporting Data● 60% of participants stated that they use online
delivery 1-2 times a week
○ “[Ordering online is] a lot easier, I don’t like talking
on the phone”
○ “[Online delivery] allows a person to go run errands
and then swing by the place and pick up [their food]”
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Finding #4 – data support
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Respondents value atmosphere and enjoy Panera’s atmosphere. 5
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Supporting Data● Participants stated that they enjoy Panera’s
environment● Atmosphere is largely taken into consideration when
choosing a place to dine○ “Atmosphere is super important. I have to feel comfortable in
their environment”○ “I had an interview there. All interviews in my town happened at
our local Panera.”
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Finding #5 – Data Support● On average, survey respondents rated
“comfortable seating area” as the most important factor to them in choosing a fast-casual dining restaurant
● In comparison to the other options: ○ Receiving food in a timely fashion, quality of
food, menu variety and customer service.
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Research Findings Summary● Overpriced● Most of the respondents order full meals● Respondents view most advertising on social
media/the Internet● Our respondents utilize online food delivery
services● Welcoming setting
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Recommendations ● Based on the research, our agency
suggests the following:○ Promotional advertising
○ Social Media/Digital advertising
○ Advertise as a “third place”
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Recommendation #1● Promotional advertising campaign● Free bakery item with purchase of full meal● Offering discounts● Half-price meals at certain
○ “Happy Hour”
● Expanding on popular pick-two options
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Recommendation #2● Keep up the good work on social media
● Use promoted posts on social media sites
● Buy ad space for browsing the Internet
● Popular apps such as Spotify, Pandora, etc.
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Recommendation #3● Marketing strategy - “third place”
● Place to go between home and work
● Creating a unique and relaxing experience and atmosphere
● Consumers strongly attracted to this
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We hope you take our recommendations into consideration.
Thank you for your time!