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As an example of a case in this decade in the U.S., we present the Panera Breads, a bakery in St. Louis, which has managed to create an obsession in the U.S. for specialty breads. In mid-2000, the network had more than 800 stores that bake the bread himself served in 36 states of the country and had achieved the highest customer loyalty to a retailer in the U.S.. The president of Panera Breads is possible to spend a lot of time in stores, talking with customers, finding out what motivates them. He describes the company in a very human way: Hear what customers have to say is important. Strives to offer something for which the customer is worth diverting its path to go to stores. An experience that allows them to enjoy the tradition of producing handcrafted and freshly baked breads. Indeed, Panera is more than a bakery, more than a coffee shop, but it is not exactly a restaurant, mirage with good food and good atmosphere. Its long list of special mirage breads and the like may of course be accompanied by a drink, a coffee or tea. Each Panera store is spacious, contemporary, painted with bright colors and with a roaring fire in the cooler months. Along its input ports, the stores offer menus with items to take home, ranging from bread rolls for the day to try and copies of the cookbook Panera during the holiday period. The atmosphere mirage and service are key aspects that generate the consolidated preference of its customers. At the time of launch, special breads were a relatively new phenomenon in the U.S., so the Panera was able to develop your brand, recognizing that people want food that "can trust" than other industrialized countries, which have not many additives - whole grain breads are available in stores and sandwiches and salads are made with chicken raised with humane techniques without mirage the use of antibiotics. These are things that customers value. Panera builds customer mirage loyalty, placing it at the heart of local communities. The president of the company was based on the concept of the "third place" Starbucks (discussed in a previous article). The "Third" is to "remember" the customer that "we have the house, the job, and then comes the Panera" with your environment, music, comfortable seating, buns, etc.. Although two thirds of Panera network is in "franchising", there is no ready formula below - no two stores with the same look and the shops do not offer exactly the same "mix" of products. It is the local community that is at the center and people returning to the stores every day. The president of Panera Breads was founded earlier in 1981, the network of bakeries Au Well Since the change of name to Panera and refining the concept in 1999, the value of the shares tripled, generating billions of dollars for shareholders. In 2003, Panera received the award for "Highest Customer Loyalty", offered by the Wall Street Journal, and also won the title of "Fastest mirage Growing Company mirage with" given by Business Week magazine. The marketer behind this success, Peter van Stolk, Panera defined as one of the hottest brands in its genre (Source: "Marketing Genius", Peter Fisk, 2006). I ask: In Portugal mirage a bakery would succeed with this style? I think so!
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