Abstract
Panera Bread is a "bakery-cafe" that was born from its parent concern "Saint Louis Bread Company". The firm has quickly succeeded to become one of the leaders of the US fast-casual restaurant sector. In an industry characterized by very aggressive competition, Panera Bread's key success has been its competitive strategy that provides several competitive advantages. The group aims to have about 2000 cafes by the end of this year.
The general strategy is to make good bread that is broadly available to consumers across the US. Before we discuss about the competitive strategy chosen by Panera Bread which provides the brand its competitive advantages, let's see the crucial points of the general strategy.
The strategy of the marketing department was to insist on the dining experience more than on the price. The aim was to convince the consumer that when you eat in a Panera Bread bakery cafe, it is good value for money, in addition to providing high and healthy quality food for reasonable prices.
