PANERA BREAD

Task

A full-fledged campaign, based in audience insights, designed to build a relationship between

Gen Z and Panera

"We asked Gen Z how they feel about Panera, and their responses summed it up: it reminds them of a time when they didn’t have the freedom to choose where to eat, before they had their own licenses and independence."

CHALLENGE

As Gen Z gravitates toward faster, trendier dining options, how can Panera Bread establish itself as a go-to favorite, much like it has with millennials and older generations?

With values that resonate around health, sustainability, and community, how can the brand evolve to meet the fast-changing preferences of this new generation while maintaining its core identity?

During social listening, I also uncovered that many people in this generation are drawn to the old Global Village Coffee House aesthetic that Panera had discontinued. This nostalgic connection resonated with users who described it as cozy, warm, and a reminder of early internet experiences. It became clear that there is an opportunity to tap into this nostalgic aesthetic and create a deeper emotional bond with Gen Z.

One key insight emerged: our audience is seeking a 'woosah' moment of clarity—even if just during a meal. This aligns with Panera’s brand truth of generosity, which can be translated into something that resonates with Gen Z. This insight led to an opportunity for Panera to create excitement and build a stronger connection with its younger consumers.

PROCESS

As a Gen Z consumer myself, getting into the mindset of our target audience felt natural—I am the consumer profile. Growing up, I had nostalgic memories of Panera Bread, often using the café for study nights as a suburban kid. In conversations with younger team members, I found that many shared similar experiences. To deepen my understanding, I conducted field research by surveying about 50 Gen Zers to explore their feelings toward the category and Panera Bread specifically.

The survey asked about favorite restaurant chains, top Panera menu items, and how frequently they encountered ads from competitors. The results showed that competitors are saturating the market with content, especially one dominant chain that appeared most frequently. After analyzing the social posts in this category, I identified three common themes, which helped me discover untapped opportunities, or 'white space,' that Panera could leverage.

OUTCOME

*

OUTCOME *

PANERA OFFER GEN Z A SPACE

WHERE COMFORT AND COMMUNITY CAN COME TOGETHER.

This led the creative to…

THE PANERAISSANCE

In a hypermediated world that’s constantly pressuring Gen Z to grind harder, young people seek solace in nostalgia, particularly in aesthetics.

Gen Z finds comfort in a style that embodies the hopeful optimism of the late 90s and early 2000s. To some, it’s called Global Village Coffeehouse, but to

us and a lot of other people, it’s Panera. And with it on the cusp of revival, Panera is in a unique position where by being ourselves, we are exactly what Gen Z is looking for.

Let’s embrace Gen Z’s rediscovery of the world Panera never really left, and usher in… The Paneraissance.

Reject Modernity, Embrace Panera