As a world known brand, a branch of Panera in Central Texas challenged us to design a new catering menu and ordering form. By deploying a new communication strategy, we were able to build a catering prospect database; resulting in positive feedback and an increase of online sales.
Panera, recognized for their fresh nutritional food, was first established in 1987. Panera prides themselves on an all-natural and nutrient rich menu that anyone can enjoy.
The Panera branch in Central Texas was experiencing on average 30% of online sales. The head manager was interested in developing a strategy to expand their catering orders and grow in the catering department.
In order to redesign their catering system, they knew they needed to have a simplified process that anyone could use. Panera challenged us to create a quick and easy streamlined system that incorporated both group and individual catering items. By designing two separate menus; Group Orders and Individual Orders, we effectively provided Panera’s customers with an effective ordering tool.
Our next step was to focus on identifying businesses around the Panera location. We narrowed our ideal targets to 2000 businesses that our data team populated. We created an email and telemarketing campaign that informed our targets about the new ordering system that Panera recently put into place. Our next stage would be to use social media to reach online consumers and meet their catering requirements.
The design of the catering menu was a success. Both our email and telemarketing campaigns resulted in positive feedback and an immediate sales increase.