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

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

3. CompetitorCause Local organizations, fundraising events, cultural arts, food banks Einstein Bros. Bagels Corner Bakery Community gardens, free lunches for volunteers, childhood hunger Atlanta Bread Arts, philanthropic foundations, end- of-day donations to local charities Potbelly Cancer fundraising, local community families  Most companies support multiple causes with no cohesive strategy Panera Opportunity: Align Strategy Under One Cause Competitors’ Causes

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

6. Recommended Organization  Leading Hunger Relief Charity  Existing Relationship with Panera  National Organization with Local Ties

7. Food Nourishment Integrity Strong Network Generosity, Good Will Community Urgency Hunger Research, Advocacy, Education Vision for Hunger-Free America Helping Children Hunger Relief Community Nourishment Integrity Strong Network Upscale Fast Food Generosity, Good Will Food Great Bread Place to Meet Friends Relaxing Fresh Inviting Innovative Do Their Meanings Mesh?

8.  Most “affinity” Panera customers surveyed support food causes on a regular basis via purchasing How Customers Support Causes

9.  Joint funding and promotional strategy  Leads to engagement and recognition  83% of Americans want products they use to benefit causes 1  Transparency is key 1 "Cause Marketing Remains Strong: 2010 Cone Cause Evolution Study." Cone. Knowledge Leadership, 17 Sept. 2010. Web. 01 May 2011. http://www.coneinc.com/cause-marketing-remains-strong.http://www.coneinc.com/cause-marketing-remains-strong. Cause Related Marketing

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

11. How to Engage the Customer Competition Between Stores Use MyPanera as Platform Increase Community Involvement Support MyPanera Strategic Objectives

12. Partner with SCVNGR What It Is:Why It Matters:  A social, location-based game about doing challenges at your favorite places  Players get rewards, like MyPanera offers, for completing challenges  Can engage customers by creating challenges related to hunger relief  Players share their challenges with friends and promote Panera brand image

13. Stay Involved with the Community Day of ServiceLocal Events Target Customers

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