Whether in a new store or a remodeled one, Panera introduced its new brand with a grand opening promotion, a "Celebration" as they are known at Panera, with their most delicious differential front and center.
Just outside Chicago in 1996, the new Panera Bread brand and new store prototype debuted with a grand-opening "Celebration" supported by advertising, direct mail, and in-store banners. First-year sales were 30 percent higher than any other bakery-café in the chain.
The Panera management team used the new store prototype to build its nationwide franchise system. After seeing the store, the original owner of Saint Louis Bread Company reinvested and became a franchisee with multiple stores. Experienced, successful franchisees from other restaurant chains—including the largest McDonalds franchisee at the time—also made the move to Panera, helping the company achieve rapid growth across the country.
The name change also signaled an upgraded restaurant experience, and customers immediately warmed to Panera's unique mix of comfort, fun, great food and great service. Panera’s success helped define a new category of dining: fast casual. Sales remained strong in the renamed bakery-cafés and improved dramatically over the next year.
Working intimately with Panera’s architects, Heckler Associates developed the entire brand design and communications system in the new bakery-cafés to showcase the brand's differential every day and in seasonal promotions. Every communication message started with the story of freshly baked bread. Throughout the store, original illustrations of bakers and baking created an artful, engaging interior. Marketing materials and packaging accentuated the handcrafted nature of Panera bread and the way its quality made everything on the menu taste better. The look and feel of everything in the bakery-café was designed to be warm and welcoming, personal rather than corporate.
But we still had to keep the line moving. We designed a system of wall and handheld menus organized by day part with easy-to-find seasonal specials. Freshness and handmade quality were evoked by the selection of paper, typeface and method of display—including canvas signs displayed on quilting hoops. This handcrafted touch helped boost the sales of Panera’s most popular and profitable items.