Spread some UX credit on Panera Bread

My friend and I had just gotten out the MET museum. Still mesmerized by the Ancient Egypt collection, we started looking for a quick grub to fill us up. We roamed around for ten minutes and finally stumbled upon the enticing-enough Panera Bread. That day, I had found Panera Bread as a great healthier alternative to fast food chains.

Fast forward to today, Panera Bread is still balling and pushing the competition in fast-casual restaurant industry due to its successful digital-first approach.

Background Info

Panera Bread started out in 1987 as a fast-casual restaurant in Missouri. Now, it has over 2,000 bakery-cafes in both the US and Canada. The brand believes in serving healthy food that does not contain any artificial preservatives and in ensuring a seamless and easy experience across all its channels. I would say Panera Bread’s website and mobile app play a huge role in satisfying the latter.

Website UX

Panera Bread’s website welcomes you with copious cups of coffee, and so does its new monthly subscription.

Since the brand launched a new subscription plan 2 days ago, it is only fitting to feature it on the home page. However, I believe the navigation bar is too wordy and can cause consumers to abandon the website. The same goes for the drop-down menu of each title on the navigation bar. It would be better if they kept it clear and concise, rather than detailed and wordy.

Before we go further into Panera Bread’s website, let’s take a look at the top reasons to visit restaurant websites (and mobile app). Customers mainly browse for ordering food (69%), followed by looking at the menu items (51%) and finding a store location (23%). So, when it comes to these elements, I think Panera Bread does a pretty good job. The ordering and product screens are intuitive, well laid-out and provide good descriptions of all items. Each menu item is customizable, nevertheless it can be confusing to first-time users.

So, it shouldn’t come off as a surprise that, in a research study, participants expressed high trust toward Panera Bread (97%), compared to competitors such as Chipotle (41%). We can say that consumers tend to trust Panera Bread, hence recommend it more often.

Mobile UX

Convenience & Reliability

You can use the app for Rapid Pickup, Delivery, Catering and ‘Order From My Table’. This is great for loyal customers who want to skip the line. On top, the layout of the app (images, colors, font) is aligned with the brand identity and very much on-point.

All you need to do is click “New Order” at the bottom of the screen to start your order. Then you choose order type and your preferred location. Similar to most high-functioning apps, Panera Bread accesses your location to find the nearest spot for you. You can order your food to be ready right away, or up to two weeks in advance, which makes the experience quite convenient. Ingredients are clearly identified for each food item and are easily customizable. Payment methods are flexible from credit card, PayPal to Panera Bread gift cards.

Usability

Overall, the app provides a good user experience. The design, typography are all on-brand and the copy is well-written. There is no problem with the speed nor the performance. The menu clearly presents the three main options: Order, Locations, and Menu, and it places a priority on the home screen for signing up for their loyalty program.

Rewards Program

It is worth to mention that Panera offers a rewards program which can be located at the top right of the home screen. You get a free treat (just like other loyalty programs), once you sign up. Panera appears to be leaning more towards its regular customers who come in for small purchases often.

Summary

Panera Bread lists “warmth, deliciousness, and trust” as the key elements of the Panera experience and clearly uses technology to back up its brand promise. It constantly revamps its online channels and adjusts according to customer feedback. Their app downloads is over 2 million and they have 19 million My Panera customers and nearly 50% of the transactions are coming from them.

I would say Panera has a creative, responsive and unified website that reflects the brand experience. Yet, it needs a few upgrades when it comes to wordiness and obscure features (e.g. customize option under menu items) to better meet the needs of its customers. Regardless, the relevant content and fresh visual style underline the brand’s commitment to community and craftsmanship.

This week, I’m leaving you with a quote from the late-chef Anthony Bourdain:

“Context and memory play powerful roles in all the truly great meals in one’s life.” — Anthony Bourdain