Panera Bread Restaurants
Customer Relationship Management (CRM) Analysis
Panera Bread is an American chain of bakery-café fast casual restaurants in the United States and Canada, offerings include soups, salads, pasta, sandwiches, and bakery items.
Taking in consideration Panera’s target market, brand image and goals as organization, there are certain steps that must be part of the implementation of a CRM System in order to ensure it success and therefore increasing their customer retention, customer experience and brand identification among other several benefits of the correct execution and use of the available CRM Tools and resources, these steps are ...view middle of the document...
This success is possible thanks to the type of market that Panera Bread aims, giving them a more wide opportunity to attract different types of customers. In other hand other companies have adapted to this market in order to match the population preferences, explaining the large amount of Asian Restaurants in the area.
Panera Bread CRM System should include Loyalty Programs meant to retain the customers, these Loyalty Programs are often more successful than the conventional discounts as they create identification with the brand. The following are two examples of how Panera Bread can execute a Loyalty Program:
* Panera Bread Member Points: Loyalty program based on the acquisition of Member Points earned by amount of the Purchase: Every $10 spent in Panera the customer will get 5 Points, the restaurant will have two different and Member exclusive meals (Sandwich, Soup, Chips and Soda) available to be trade for 25 Panera Bread Points, therefore the customer will be encouraged to buy at least 5 times to access a free meal.
* Panera Bread Website Poll: Poll meant to give the opportunity to the customer to give a review of the service and experience. This Loyalty program Kills two birds at the same time; in one hand you can develop a strong customer database and on the other hand you retain the customer offering a free Ice Cream (or other cheap but exquisite product) encouraging him to come back for his price.
There’s plenty CRM software and tools available to facilitate the administration and communication within the organization, Salesforce Cloud’s fits perfect for Panera Bread goals to maintain the team informed of their performance and to reduce the sales cycle time.