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Cause Strategy for Panera Community

Cause Strategy for Panera Community. Team 4 Rachel Dellon Christina H arsanyi Eli Mather Ashley Mikowski Jennifer Nevins Joel Samen Aashish Vyas. Panera’s Cause Support. Operation Dough-Nation Programs. SCRIP Fundraising. Day-End Dough-Nation. Community Breadbox.

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Cause Strategy for Panera Community

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  1. Cause Strategy for Panera Community Team 4 Rachel Dellon Christina Harsanyi Eli Mather Ashley Mikowski Jennifer Nevins Joel Samen AashishVyas

  2. Panera’s Cause Support Operation Dough-Nation Programs SCRIP Fundraising Day-EndDough-Nation Community Breadbox In-Kind Community Donations Panera Cares Community Cafés How aware are Panera customers? 2% Community Cafés ZEROOperation Dough-Nation

  3. Competitors’ Causes • Most companies support multiple causes with no cohesive strategy Panera Opportunity: Align Strategy Under One Cause

  4. Survey Identified Food Causes

  5. Recommended Cause: Hunger Relief Why Hunger Relief? Alignment with Panera A Top Cause Identified in Survey Potential for Backlash Healthy Eating Childhood Obesity

  6. Recommended Organization • Leading Hunger Relief Charity • Existing Relationship with Panera • National Organization with Local Ties

  7. Do Their Meanings Mesh? Food Helping Children Food Upscale Fast Food Hunger Relief Nourishment Community Innovative Nourishment Community Fresh Hunger Research,Advocacy, Education Strong Network Great Bread Strong Network Integrity Vision for Hunger-Free America Place to Meet Friends Integrity Urgency Generosity, Good Will Inviting Relaxing Generosity, Good Will

  8. How Customers Support Causes • Most “affinity” Panera customers surveyed support food causes on a regular basis via purchasing

  9. Cause Related Marketing • Joint funding and promotional strategy • Leads to engagement and recognition • 83% of Americans want products they use to benefit causes1 • Transparency is key 1"Cause Marketing Remains Strong: 2010 Cone Cause Evolution Study." Cone. Knowledge Leadership, 17 Sept. 2010. Web. 01 May 2011. http://www.coneinc.com/cause-marketing-remains-strong.

  10. Short-Term Initiatives Emphasize Hunger Relief Focus Start “Sandwich of the Month” Program Increase Promotion of Cause Support

  11. How to Engage the Customer

  12. Partner with SCVNGR What It Is: Why It Matters: • A social, location-based game about doing challenges at your favorite places • Can engage customers by creating challenges related to hunger relief • Players share their challenges with friends and promote Panera brand image • Players get rewards, like MyPanera offers, for completing challenges

  13. Stay Involved with the Community Target Customers Day of Service Local Events

  14. Summary Partnership Publicity Planning Cohesive CSR strategy focused on single cause Increase awareness of current CSR campaigns Implement “Sandwich of the Month” program Team with Feeding America to address hunger relief Leverage website, in-store displays, Twitter, SCVNGR and MyPanera Engage MyPanera customers for Day of Service

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