rapid

The Update: Rapid response to radical change

0:11

In this episode of the update

0:14

I talked to George Hanson from Panera Bread restaurants

0:16

and Alex Tshering from FIGS,

0:19

makers of premium medical uniforms,

0:22

and heard how two radically different brands

0:23

found a common response.

0:27

As the world is changing around us,

0:31

it’s clear we are all seeking advice and reassurance

0:34

for life’s big and small decisions.

0:36

Globally, search trends for “should I buy”

0:38

are up by more than a 100%.

0:46

But for Panera Bread, this uncertainty didn’t just lead to a drop in consumer demand.

0:50

The necessary social distancing measures taken to combat the pandemic

0:54

fundamentally jeopardized their ability to serve their community.

0:59

To meet this business challenge, they first had to address the human impact of these changes.

1:03

How were you feeling in that moment?

1:04

How is your team feeling?

1:06

It was really emotional.

1:09

I mean, it was emotional hearing the stories in our cafes,

1:13

hearing the stories in the communities we serve.

1:14

Like this was impacting us on a human level,

1:19

and that’s really what we paid attention to first.

1:22

We had to make really fast decisions

1:23

around how we were going to pivot.

1:25

We were still able to filter

1:27

all of our decisions through — the principles of how do we

1:31

protect our employees and our customers.

1:33

How do we protect the brand and then how do we emerge stronger.

1:37

By creating clear filters for decision making,

1:42

Panera Bread was able to adapt to rapidly changing consumer behavior

1:45

and identify new opportunities and demand.

1:47

Year-on-year, search interest for online grocery shopping

1:52

and grocery delivery had increased 23%.

1:57

We also took a step back and said what are the needs of our customers right now.

2:00

And you know, like many of us

2:02

they had challenges accessing grocery.

2:08

And each week the level of discomfort of physically going to a grocery store

2:14

really caused a lot of opportunity for us to help.

2:17

And so we within a couple of weeks,

2:19

made the decision that we are going to help

2:24

and start providing a grocery service.

2:27

But with 39 million My Panera members,

2:29

the next challenge was communicating

2:32

basic information about the cafes to their customers.

2:33

Information like when is my local cafe open?

2:37

What services are provided?

2:40

And is drive-thru pick up available?

2:46

All these dynamics were changing rapidly over the last four to six weeks.

2:51

And so we knew that that was a primary window in which customers could know

2:54

how and when they could access Panera.

3:00

And so our KPIs were really about awareness and access to the customer

3:01

whenever they were searching for Panera or food near me.

3:06

And the Google insights

3:09

that the Google teams have provided has really