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256: Human Behavior Should Inform Your Brand Positioning with Panera’s Eduardo Luz

Eduardo Luz, Chief Brand & Concept Officer at Panera Bread

On this 256th episode of Marketing Today, Alan Hart and Eduardo Luz, Chief Brand and Concept Officer at Panera, discuss the pivots Panera executed during the pandemic, including how they positioned their mobile app and the innovations they implemented in their menu offerings.

Eduardo sees the future of marketing as really honing in and connecting with your consumer. As Panera changed its menu and shifted to what Eduardo calls “warmer offerings,” they started to see the incremental success that has propelled their business forward. 

The conversation covers consumer behavior, and Panera’s new company value: respect for the planet. To hear how Eduardo thinks about the future of consumer behavior and its impact on marketing, listen to Marketing Today.

In this episode, you’ll learn:

  • Changes in direct-to-consumer interaction
  • How your company positioning impacts success
  • Why listening to your consumers is essential
  • How Panera shifted during the pandemic 
  • How Panera leaned on its “promise” to expand its offerings

Key Highlights:

  • [01:52] Where Eduardo grew up
  • [02:50] How Eduardo ended up in marketing
  • [04:42] Shifts in the consumer industry
  • [06:25] Eduardo joins Panera at the peak of the pandemic
  • [07:46] The role Eduardo was expected to fill 
  • [11:02] Panera’s positioning before the pandemic
  • [12:48] How these shifts impacted Panera
  • [14:30] Panera’s updated menu
  • [18:30] Why Panera expanded to pizza
  • [22:10] Panera’s new value: respect for the planet
  • [25:13] The future of Panera
  • [27:34] An experience that defines Eduardo, made him who he is today 
  • [29:18] Eduardo’s advice for his younger self
  • [30:08] Eduardo’s recent impactful purchase
  • [30:52] The brands, companies, and causes Eduardo follows
  • [32:12] What Eduardo says is today’s biggest threat and opportunity for marketers

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