PANERA 3.0Corrie Colombero, Katya Ivanova, Julia Rickles

Team 5

CORE

Giving Panera Guests a positive, engaging, and

personalized experience, allowing Panera to make your

day.

PROPOSED CONCEPT

Let Panera make your day

MEET OUR GUESTS [personas]*

Harold Dorrie

*These personas and scenarios are based on real people and real events

HaroldAbout

Harold is a retiree and enjoys

spending his morning at his local

Panera. Him and his long-time best

friend Bill (who you’ll meet later)

meet up almost daily to sip coffee,

read the paper, and discuss the latest

news.

Harold Why he makes Panera part of his day...

● Feels a sense of belonging ● Appreciates consistent quality ● Enjoys the comfortable

environment● Takes comfort in the routine

for him and friend Bill

Harold How he feels at Panera 2.0

● ✗ Feel a sense of belonging ○ He now feels neglected,

excluded, intimidated due to the new technology

● ✗ Consist quality ○ There’s now a barrier

between him and the food he loves

● ✗ Comfortable environment○ He feels uncomfortable in

his home away from home● ✗ This is a routine for them

○ He’s not looking forward to having to change his routine

?

DorrieAboutDorrie recently finished graduate school and just started a new job. She never seems to have enough time in the morning and finds herself rushed out the door.

Her local Panera is on her way to work, but she always wonders whether she will have time to stop or not.

She recently saw a TV advertisement promoting the “Let Panera make my day!” campaign and downloaded the app to check it out.

DorrieWhy she makes Panera Part of her day...

● Enjoys the healthy alternative to other fast food

● Appreciates the sense of community

● Conveniently on her way to work

● Takes pleasure in being loyal to the consistent, quality experience although routinely forgets her loyalty card

DorrieHow she’ll feel in Panera 2.0

● ✗ Sense of community○ She worries the decrease in

human interaction and increase in technology will diminish the sense of community

● ✓ Healthy and fast○ She hopes the new advance

ordering and pick-up will fit into her morning routine

● ✓ Loyalty to consistent quality○ She looks forward to the

convenient loyalty rewards cell phone option

How do we move towards a frictionless, tech-savvy future & not exclude our most loyal

guests?

?

How do we maintain our unique sense of community?

?

How can we make sure that we still feel like our guests’

home away from home?

?

How can we occur to our guests daily?

?

Let Panera make your day.

!

Let Panera make your day.

The In-Store Experience

It’s 7am on a Monday…

Harold walks into his local Panera…

… waves hello to Bill & June...

... and walks right past the new kiosks.

June

Harold

7:00 AM

Bill

“Hi Harold, will it be the regular?” June asks.

Harold chooses to go to the kiosk where June is standing. She takes his order on a kiosk with a mirrored display. The view for June and Harold is the same, and functions the same as the stand-alone kiosks.

Harold doesn’t realize it, but he is learning a little bit more about the kiosk system every time he comes into Panera.7:00 AM

“Will it be the Regular?” June asks.

Harold completes chooses to go to the kiosk where June works. The mirrored display is the same for both June and Harold & is the same system on the other Kiosks.

Harold doesn’t quite know it, but he learned a bit more about the kiosk system evey time he comes into Panera.

Harold

7:00 AM

The Elderly and Technology

● The elderly population (65+) is the fastest rising population on the internet in the United States.

● According to a report by The Nielsen/Norman Group, Senior Citizen web users are:○ Largely uncomfortable trying new things (45% of subjects

tested)○ Twice as likely to give up on a task (they give up 30 seconds

before younger users)○ They blamed themselves 90% of the time when they encounter

problems http://www.nngroup.com/articles/usability-for-senior-citizens/

“Will it be the Regular?” June asks.

Harold completes chooses to go to the kiosk where June works. The mirrored display is the same for both June and Harold & is the same system on the other Kiosks.

Harold doesn’t quite know it, but he learned a bit more about the kiosk system evey time he comes into Panera.

Harold

7:00 AM

Let’s not exclude Senior customers from the Panera Experience

Although the elderly are slow in adoption of new technology, there are ways to increase usage behavior & make elderly users more comfortable. Aside from UI heuristics...

● We can invest time in education and understanding of user’s mental models, making the kiosk interface more familiar

● Repetition can help elderly users feel more comfortable

(http://seniorhealthweekly.com/2013/11/06/smartphones-keep-seniors-connected/)

7:00 AM

June helps Harold while guiding him through the experience

Seeing the kiosk experience daily, Harold has developed a mental model around the way the new kiosk system works

Their friendly, daily interaction still exists, keeping Harold’s sense of belonging and companionship in tact.

Harold sees all of June’s interactions on the screen

9:00 AM

Just the other day...

Harold arrived at Panera a little later than usual…

...There was a line in front of June, but a stand-alone kiosk became available…

… Although Harold usually enjoys his interactions with June, he was able to use the kiosk on his own thanks to the mirrored display he has watched her use so many times before.

9:00 AM

To use the kiosk...

Harold simply placed his cell phone down on a designated pad.

The kiosk recognized Harold, and presented him with his regular order options, which delighted him.

It only took him a few clicks to complete his order and pay.

Place Phone Here

7:03 AM

Back to this morning...

“Will that be all?” June asks.

Harold thinks of his wife, and taps the screen to add a cinnamon roll to bring home to her.

He hits pay now, and joins Bill at their regular booth by the window.

The Pre-Order Experience

It’s 9 AM & Dorrie wakes up..

“Shoot. I’m late,” Dorrie thinks.

“Quick, what to wear?”

9:00 AM

Dorrie

Dorrie looks at the weather like she does every morning

The load screen of her Panera app is her source for the daily weather.

Dorrie knows the roads will be wet and traffic will be moving slowly.

There are several obstacles between her and breakfast.

9:03 AM

9:03 AM

“Awe man, rain. That’s really going to slow me down.”

Dorrie knows the roads will be wet and traffic will be moving slowly.

There are several obstacles between her and her breakfast.

9:03 AM

Loyal customer & routine

● Loyalty points and frequent buyer programs are in place to increase customer spending, but for Dorrie, they become an extra step.

● Simply put, using at home ordering and carrying her loyalty card just wasn’t part of Dorrie’s daily routine.

As a loyal customer Dorrie could never remember her loyalty card or take the time to order from home, It simply wasn’t part of her daily routine.

Checking the weather is part of Dorries daily routine; this app syncs to her Panera account so she doesn’t have to go out of her way to order Panera.

9:03 AM

Dorrie decides to let Panera make her day.

She hits order on her way out the door.

9:30 AM

Dorrie’s food will be ready in 15 minutes...

That’s the time it takes to get to Panera from her house. Perfect! Now she won’t be late for work.

9:45 AM

As she picks up her order…

She notices other friendly interactions going on in Panera.

She nods hello to the elderly gentlemen who is always sits in same corner booth.

She feels a sense of community which puts a smile on her face.

9:45 AM

Beyond Panera : Connecting at Home

Harold receives his receipt as an email later that day...

Harold always takes time out of his day to check on his finances, check his email, and check out photos of his grandkids.

He sees his receipt from Panera in his email.

He notices new rewards points and he decides to check it out...

1:00 PM

Harold

1:00 PM

HaroldHarold receives his receipt as an email later that day...

Harold always takes time out of his to check on his finances, check his email, and check in on photos of his grandkids.

He sees his receipt from Panera in his email.

He has 45 new rewards points and he decides to check in...

1:00 PM

Elderly and Internet Use

● A few reasons seniors go online: to check their bank and retirement accounts, to be social, and engage in hobbies.

● “95% of seniors were rated as methodical in their behaviors: for example, they were likely to think through each step or click and assess an entire page before moving forward.”

http://www.nngroup.com/articles/usability-for-senior-citizens/

“You Earned a Free Coffee, Harold!”

That’s great! He feels excited for his next trip to Panera.

He notices an app for Panera that also serves as a weather app. Harold usually checks the weather on Yahoo but finds their website too distracting. He looks forward to an effortless way to check the weather in the morning.

1:05 PM

IMPLEMENTATION STRATEGY

Omni-channel strategy

● Creating user profiles to highlight the Panera customer experience

● Implementation of the “Let Panera make my day campaign” through all media channels

● Addition of features to the MyPanera Loyalty program to include more personalization and payment options

● Updating the MyPanera app to contain the MyPanera Weather functionality and order notification features

Omni-channel strategy

● Institution of cell phone pads at the kiosks to recognize MyPanera guests eliminating the need to carry an extra loyalty card

● Introducing the pick up of guest dishes into the dine in experience so customers don’t have to bus their own tables

● Utilizing the functionality of the kiosk technology already being installed in Panera 2.0

● Introducing mirrored kiosks at the counter providing the opportunity to educate and influence guest behavior and mental models without requiring it

Thank You