A cause strategy for Panera Bread developed for an MBA-level branding course at the Boston University School of Management.

1. Cause Strategy for Panera Community Team 4 Rachel Dellon Christina Harsanyi Eli Mather Ashley Mikowski Jennifer Nevins Joel Samen AashishVyas

2. Panera’s Cause Support Operation Dough-Nation Programs SCRIP Fundraising Day-EndDough-Nation Community Breadbox In-Kind Community Donations Panera Cares Community Cafés How aware are Panera customers? 2% Community Cafés ZEROOperation Dough-Nation

3. Competitors’ Causes Most companies support multiple causes with no cohesive strategy Panera Opportunity: Align Strategy Under One Cause

4. Survey Identified Food Causes

5. Recommended Cause: Hunger Relief Why Hunger Relief? Alignment with Panera A Top Cause Identified in Survey Potential for Backlash Healthy Eating Childhood Obesity

7. Existing Relationship with Panera

10. Short-Term Initiatives Emphasize Hunger Relief Focus Start “Sandwich of the Month” Program Increase Promotion of Cause Support

11. How to Engage the Customer

13. Can engage customers by creating challenges related to hunger relief

14. Players share their challenges with friends and promote Panera brand image

16. Summary Partnership Publicity Planning Cohesive CSR strategy focused on single cause Increase awareness of current CSR campaigns Implement “Sandwich of the Month” program Team with Feeding America to address hunger relief Leverage website, in-store displays, Twitter, SCVNGR and MyPanera Engage MyPanera customers for Day of Service