DESIGNER

Alyssa Robyn

PROFILE/DESCRIPTION

COMPANY PROFILE: Panera Bread is a bakery and bread-centric eating establishment. They have locations all over the continental United States and Canada, and their main focus is to provide people with food that tastes delicious and is good for you. They take pride in knowing that their food has no artificial preservatives, sweeteners, colors from artificial sources or antibiotics. Panera Bread's social value is quite good. since there is Nothing wrong with having all natural food, there aren't that many negative attributes. Their mission statement is "food as it should be" meaning, all natural and antibiotic free. Their service is very welcoming, and people from all ages are welcome to come in and eat or pick something up to go. It's a fast- casual restaurant that makes it convenient for people on the go. The target market for my ad campaign would be bus stations in the 94707 (Berkeley) zip code. I picked this location because many people in Berkeley are very health conscious and care deeply about what they are putting into their bodies. Berkeley has grown into a very eco-friendly place, and I think that having adds for Panera Bread over there would be a worth it. Brand Advantages: Food that is good for you, friendly service, all natural food Brand Attributes: welcoming environment, antibiotic free meat, fresh bread, convenient, Trustworthy Brand Experience: engaging, caring, simple, flexibility towards customers

GOALS

The image that I want to convey of Panera Bread, is that it is a healthy alternative and convenient alternative to other restaurants. Whether you're going to eat breakfast or lunch you're going to know that you're putting good food into your body. I want them to feel like Panera Bread is their friend.