When I came to Bruegger’s in 2003, the brand had a reputation for neighborhood hospitality and a quality product — our time- honored bagel — but our menu and decor were dated, and our competition had passed us by. I realized Bruegger’s potential, however, and set about to add life back into the brand by establishing a clear vision and creating a strategy to achieve that vision. Vision should build on the strengths of the brand. Development of a vision should ...
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