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Public Relations Case Study

Community Relations and PR Ethics at Panera Bread
Sarah King
Allison R. Peiritsch

Abstract
This project examines the community relations and communication ethics of Panera Bread. The
project uses

Introduction
This paper focuses on Panera Breads community relations. Panera Breads community relations
programs include corporate philanthropy and cause-related marketing. This paper is structured in six
sections: Panera Bread Background, Assessment of Panera Breads Community Relations Activity,
Assessment of Tim Hortons Community Relations Activity, Panera Breads Compliance with PRSAs

Ethical Code and Recommendations and Conclusion for Panera Breads community relations
programs. Researchers, practitioners and the general public (students) could benefit from my
research because Panera Bread does actually care about the local communities while providing
good quality food.
Panera Bread Background
Panera Bread was created in 1981 under the name Au Bon Pain Company. Au Bon Pain Company,
Incorporated purchased Saint Louis Bread Company in 1993, which dominated the bakery-caf category.
Between 1993 and 1997 the company had an increase by 75% of average unit volumes; this is when the

concept of Panera Bread came about. The company name officially changed to Panera Bread in
May 1999. Ronald M. Shaich is the founder, chairman and CEO of Panera Bread and also serves
as the president of the Panera Bread Foundation and established the Panera Cares initiative.
Panera Bread is known for its authentic artisan breads served in a paradise-like environment and
has established an upscale fast food restaurant reputation. Panera Bread is a national bakery-caf
with more than 1,600 locations. Although this research is from a corporate philanthropy
standpoint there are other community relations programs in cause-related marketing and event
sponsorship done by franchises such as Covelli Enterprises.
Assessment of Panera Breads Community Relations Activity

Panera Bread calls its community relations programs, In the Community. Its community relations
programs focus on hunger regardless of age, gender and socioeconomic status. Paneras corporate
philanthropy is all done through the Panera Bread Foundation. The Panera Bread Foundation is made up
of three campaigns. Panera Cares community cafes are nonprofit restaurants that provide anyone
regardless of socioeconomic status, the opportunity to be fed. Panera Cares community cafes exist to
feed each and every person who walks through our doors with dignity, regardless of their means, Ronald
M. Shaich, said. The campaign for Panera Cares focuses on a pay what you can method in hopes of
raising awareness of food insecurity and offer meals to the needy. Customers could pay Paneras
suggested price, more or less, or nothing for a meal. This can be a test of a communitys humanitarian
efforts. There are only four different locations of Panera Cares company cafes: Dearborn, Michigan;
Portland, Oregon; Chicago, Illinois; and Boston, Massachusetts. Another campaign through the Panera
Bread Foundation is the Day-End Dough-Nation. Day-End Dough-Nation program is incorporated at the
end of every day in every Panera Bread restaurant world-wide. The Day-End Dough-Nation donates all
of Panera Breads unsold bread and baked goods to local area hunger relief agencies and charities,

churches and shelters. Collectively, Panera bakery-cafes donated a retail value of approximately
$100 million worth of unsold bread and baked goods in 2012 to help fight food insecurity in our
communities. The last corporate philanthropy within the Panera Bread Foundation is the Panera
Bread Community Breadbox located in each Panera Bread caf across the world. The Panera
Foundation established a partnership with Feeding America for this campaign. Feeding
America is the nations leading anti-hunger organization. The community breadbox in more
than 700 company-owned Panera Bread bakery-cafs donates 50 percent of the funds to support
local Feeding America food banks. The remaining 50 percent of funds will be used to procure
Panera soup, which will be donated to participating food banks, as well through Feeding
America.
Paneras cause-related marketing

Assessment of Tim Hortons Community Relations Activity

Focus on cause related marketing through and smile cookie program (different local charities within a
community)
Corporate Philanthropy Tim Hortons childrens foundation send kids to camp to participate in extracurricular activities such as free swimming, free skating, Timbits minor sports, earn-a-bike program , food
drive http://www.timhortons.com/us/en/difference/local-programs.html ,
Overall based on children and keeping them active
Paneras Compliance with PRSAs Ethical Code

Advocacy

Honesty

Expertise

Independence

Loyalty

Fairness

Recommendations and Conclusion

Panera Bread is doing well in their community relations programs, but there are recommendations which
include

Having one Panera cares caf in every state

o

Having active campaign

o

Test humanity

Focus on how to stay fit while eating Panera carbs

Have environmental sustainability programs

o

Community clean up

Eat clean and live clean

Bibliography (MLA)
https://www.panerabread.com/en-us/community/in-the-community.html
http://feedingamerica.org/how-we-fight-hunger/our-partners/promotional-partners/panera-bread.aspx