In 2014, Panera Bread, a national fast-casual caf, embarked on a digital transformation. Already a market leader

In 2014, Panera Bread, a national fast-casual café, embarked on a digital transformation. Already a market leader due to its ability to offer good food, a warm, welcoming ambiance, and customer perks like free Wi-Fi, the bakery-restaurant chain hoped the initiative—called Panera 2.0—would further cement customer loyalty. Panera 2.0 consisted of making customer-facing improvements through new digital technologies and operations upgrades. Rather than a series of individual, siloed enhancements, management envisioned each change as part of an “integrated, comprehensive, end-to-end solution” to improve the customer experience. 

Two of Panera’s key mobile-based initiatives were its Consumer Mobile App and in-store iPad Kiosks. The app provides a fast, convenient way for customers to place an order, whether that be a selection from the menu or a custom-made creation. Additionally, a feature of the app called Rapid Pick-Up enables individuals to pick up their food at a predetermined time. Fast-Lane Kiosks, inserted at the front of the store, also facilitate a quicker ordering process by reducing the number of people in the order line and the food pick-up area. This is because “eat in” guests now have the option of having their meals delivered directly to their table......

Questions: 

1. How does Panera 2.0 influence the customer experience? 

2. What part of the customer journey does Panera 2.0 influence and with what effect? 

3. Is Panera 2.0 defensible source of competitive advantage? W hy and why not?