Panera Bread - Corporate Catering
About
Teresa served as Director of Catering Marketing for Panera Bread, tapped by Ron Shaich (CEO) and John Maguire (COO) to grow a corporate catering business. The challenge was taking the Panera experience off premise. Teresa developed a national marketing strategy and plan guiding a multi-departmental team to work collaboratively and grow the business from $108M to $339M. Nearly 10% of the business.
Results
- Developed national marketing strategy and implemented marketing plan which contributed to 20% year over year catering sales growth from 2008-2014
- Rebranded the catering business growing catering from 6-8% of the overall business to 8-10% during her tenure
- Launched catering e-commerce site with integrated marketing campaign capturing 10-15% of catering transactions
- Developed digital strategy to grow market share and increase frequency through search engine marketing (SEM) and online advertising exceeding ROI goals by 50% and KPI goals by 29%
