Samenvatting

This report researches what marketing strategy should be used for Panera Bread in order to succeed in the Netherlands. Panera Bread is an American fast-casual food chain that is known for its freshly baked bread. In 2013 the company has made some drastic changes and decided to only serve “clean” food, and have removed all the artificial additives. Since then, Panera Bread is only growing and their goal is to expand internationally. This has led to the main research question: “What marketing strategy should be used for Panera Bread to succeed in the Netherlands?”
Internal and external information was needed in order to create an effective marketing strategy, therefore the SWOT was generated. The SWOT is based on the internal and external analysis and the most conspicuous outcomes are the following:
Strength: Panera 2.0; Panera Bread’s new concept that is very successful in the United States.
Weakness: Multi-unit franchising; a franchisee is required to open fifteen restaurants within a period of six years. This is very unattractive for potential franchisees and not realistic for the Dutch market.
Opportunity: Their target group (DINKS) is increasing
Threat: Location; A-locations are very prodigious at the moment, yet is necessary in order to become successful.
The rest of the outcomes of the SWOT analyses can be found in the research report. This research report also contains a Dutch consumer survey, that was held among 133 Dutch consumers. The survey showed some interesting findings, for instance; what is considered as important when going to a fast-casual restaurant, and what the reasons are why people are going to a fast-casual restaurant. These findings created a good basis to generate a marketing plan.
In order to be successful and to compete with the biggest competitors (Bagels & Beans and Subway), differentiation and customer loyalty are crucial. There are various ways to create that, for example a business to business loyalty program where Panera Bread can work together with businesses located in their area. Panera could for example make special offers with entrepreneurs to offer lunch a couple of times in a week for a fixed price. Besides business to business loyalty, a business to consumer loyalty program is essential as well; it can be created through for example “Create the new sandwich of the month”, where Panera Bread picks a new sandwich, created by customers, every month.
Other promotions are described in chapter five of this report.
In conclusion, when deciding to enter the Dutch market, Panera Bread should make some changes in order to be successful. Also, further financial research is needed to see if it would be profitable enough for Panera Bread to operate in the Netherlands. Nevertheless, there are lot of opportunities for Panera Bread as well.