Cause Strategy for Panera Community
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Cause Strategy for Panera Community Team 4 Rachel Dellon Christina Harsanyi Eli Mather Ashley Mikowski Jennifer Nevins Joel Samen Aashish Vyas
description
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. - PowerPoint PPT Presentation
Transcript of Cause Strategy for Panera Community
Cause Strategy for Panera CommunityTeam 4Rachel DellonChristina HarsanyiEli MatherAshley MikowskiJennifer NevinsJoel SamenAashish Vyas
Panera’s Cause SupportOperation Dough-Nation Programs
Community
Breadbox
Day-EndDough-Nation
SCRIP Fundraisin
g
In-Kind Community Donations
Panera Cares Community Cafés
2% Community CafésZERO Operation Dough-Nation
How aware are Panera customers?
Competitor CauseLocal organizations, fundraising events, cultural arts, food banks
Einstein Bros. Bagels
Corner Bakery Community gardens, free lunches for volunteers, childhood hunger
Atlanta Bread Arts, philanthropic foundations, end-of-day donations to local charities
Potbelly Cancer fundraising, local community families
Most companies support multiple causes with no cohesive strategy
Panera Opportunity: Align Strategy Under One Cause
Competitors’ Causes
0%10%20%30%40%50%60%70%80%90%
100%
Very Likely to Support
Likely to Support
Neutral
Survey Identified Food Causes
Recommended Cause: Hunger ReliefWhy Hunger Relief?
Alignment with Panera
A Top Cause Identified in
Survey
Potential for Backlash
Healthy Eating
Childhood Obesity
Recommended Organization
Leading Hunger Relief Charity Existing Relationship with Panera National Organization with Local Ties
Food
Nourishment
Integrity
Strong Network
Generosity, Good Will
Community
Urgency
Hunger Research,Advocacy, Education
Vision for Hunger-Free America
Helping Children
Hunger Relief
Community
Nourishment
Integrity
Strong Network
Upscale Fast Food
Generosity, Good Will
Food
Great Bread
Place to Meet Friends
Relaxing
Fresh
Inviting
Innovative
Do Their Meanings Mesh?
Most “affinity” Panera customers surveyed support food causes on a regular basis via purchasing
Donations
Volunteering
Purchasing
0 5 10 15 20 25 30 35 40
Food Causes
Overall
How Customers Support Causes
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.
Cause Related Marketing
Emphasize Hunger Relief
Focus
Start “Sandwich of the Month”
Program
Increase Promotion of
Cause Support
Short-Term Initiatives
How to Engage the CustomerCompetition Between
StoresUse
MyPanera as Platform
Increase Community Involvement
Support MyPanera Strategic
Objectives
Partner with SCVNGRWhat It Is: Why It Matters:
A social, location-based game about doing challenges at your favorite places
Players get rewards, like MyPanera offers, for completing challenges
Can engage customers by creating challenges related to hunger relief
Players share their challenges with friends and promote Panera brand image
Stay Involved with the Community
Day of Service Local Events
Target Customers
Summary
Cohesive CSR strategy focused on single cause
Team with Feeding America to address
hunger relief
Increase awareness of current CSR
campaigns
Partnership Publicity Planning
Leverage website, in-store displays, Twitter, SCVNGR and MyPanera
Implement “Sandwich of the Month” program
Engage MyPanera customers for Day
of Service
