What Is Panera Bread?

In the US, Panera Bread is known for having fresh breads, coffees, soups, and sandwiches. It is a sit down restaurant, or take out, that operates with a front counter to order meals, then a pick up location. Panera is know in America as a fast-casual food place where consumers can grab a sandwich, soup, or salad and enjoy a calming atmosphere.
We will be positioning Panera Bread much differently in the Netherlands. We want consumers to see Panera Bread as an inviting restaurant that serves high quality, fresh breads and traditional Dutch soups. Our campaign will focus on creating an associated image of “traditional Dutch food” in the minds of our target audience. When consumers think Panera Bread, they will think of warm soups and fresh breads. As far as competitors go, La Place is our biggest contender. La Place is a Dutch restaurant chain that has over 100 restaurants in the Netherlands. The menu includes hot meals, salads, sandwiches, coffees, and fresh fruit juices. They stress the importance of using all natural ingredients free of additives. Similarly, Panera Bread will offer some of the same …show more content…
We have chosen to go with the statement, Panera Bread, food that tastes like home. This will instill the family values into our restaurant that the Dutch so closely value. We want this to be felt not only in the traditional Dutch food, but the atmosphere as well. One where our customers will continue to want to bring their families. Given the importance of the family, we will make this the main focus of our advertisements. We will show families enjoying a meal together over one of our dishes. This will effectively reach our target audience, making it relatable and at the same time enticing for them to come and eat at Panera Bread. We will want to instill the association of Panera Bread with the home and the