Michael Simon, CMO at Panera Bread Co.
Goal of the new campaign
(Continued from page 1) What do want the effect of the campaign to be on customers? I want to take more of our customers from ‘preference’ to ‘love.’ We have customers who prefer us because we make good soups, salads and sandwiches. It’s a good place for lunch or breakfast. But in our research, we found customers had no idea about how Panera behaved and acted. That makes them want to go more, because they found we share their values. Are there larger ...
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