Primary Research PresentationDecember 2, 2015

Meghan Fennelly, Nicole Milstead, Toni Sichel, Catherine Troxell, Cara Vedral

Today’s Presentation● Background● Primary research - methodology

○ Qualitative focus group findings○ Quantitative survey findings

● Research findings summary● Analysis and recommendations

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

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

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

Methodology

● To meet our research objectives, we conducted two types of primary research:○ Qualitative: Focus group

○ Quantitative: Survey

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

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

Research Findings

● The five findings on the following slides were determined from our primary research using systematic analysis techniques

Respondents feel that Panera Bread is overpriced.

1

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.”

Finding #1 – Data Support

Most of the respondents order full meals (rather than baked goods or snacks) when dining at Panera Bread 2

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”

Finding #2 – Data Support

Respondents are exposed to the most advertisements on social media or the Internet

3

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

Finding # 3 - Data Support

Respondents use online food delivery services

4

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]”

Finding #4 – data support

Respondents value atmosphere and enjoy Panera’s atmosphere. 5

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.”

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.

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

Recommendations ● Based on the research, our agency

suggests the following:○ Promotional advertising

○ Social Media/Digital advertising

○ Advertise as a “third place”

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

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.

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

We hope you take our recommendations into consideration.

Thank you for your time!