As you walk through the doors of Panera Bread, the lighting and decor soothe you as the fresh smells of the bakery envelop you. Every detail has been carefully coordinated to ensure a high-quality dining experience at a reasonable price. This sophisticated concept of Panera began when a biscuit company and a fast casual restaurant, called Au Bon Pain, synergized their efforts and found a propitious niche between fast food and fine dining (Repetti & Vincelette, 2005). By 2003, the company was able to generate significant revenues through company-owned stores, through the sale of fresh pasta to franchisees, and through royalties and commissions paid by franchisees (Repetti & Vincelette, 2005). In an effort to ensure the success of Panera's strategic direction, I have outlined a plan focused on growth, customer service and financial strategy. The plan Panera actually pursued was similar to my proposal. However, to achieve Panera's level of success and industry dominance, I would have chosen to follow the plan designed by Panera management. The success of Panera's competitive strategy is based on the company's ability to create value for customers by effectively expanding their reach through new locations and their ability to exercise financial control over their operations. Panera has created a valuable experience for its customers by combining the casual atmosphere of a coffee shop with the quality of a sandwich shop and the quick service of a fast food restaurant. Furthermore, Panera experienced incredible progress from 1999 to 2003 due to its well-planned growth strategy. The company avoided the limited growth experienced by restaurants in urban areas by strategically placing new locations in areas that were pre...... middle of paper ......received from EBSCOhost.Panera Bread Company. (2004). 2003 Annual Report. Retrieved from http://www.panerabread.com/pdf/ar-2003.pdf Panera Bread Company. (2011). Annual Report 2010. Retrieved from http://www.panerabread.com/pdf/ar-2010.pdfRepetti, T., & Vincelette, J.P. (2005). Panera Bread Company: fortunes on the rise? In T. L. Wheelen & J. D. Hunger (12th ed.), Strategic management and corporate policy (pp. 29-1 – 29-23). Upper Saddle River, NJ: Prentice Hall.Rockwood, K. (2009). Leavening dough. Fast Company, (139), 69-73. Retrieved from EBSCOhost.Tritto, C. (2007, April 15). Panera. St. Louis Business Newspaper. Retrieved from http://www.bizjournals.com/stlouis/stories/2007/04/16/focus22.html?page=2Wheelen, T. L., & Hunger, J. D. (2012). Strategic management and corporate policy: Toward global sustainability (13th ed.). Upper Saddle River, NJ: Prentice Hall.