The Task:

For my Media Planning and Buying class, my team and I were instructed to choose a quick-service restaurant to build a $50 million media plan for. We were also instructed to introduce a new menu. 

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The Objective:

To increase Panera's current share of market from 22.3% to 23%, through the introduction of our gluten-free menu. 

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Team's approach: 

We utilized a bursting media plan to accommodate the seasonality of the "new year goal" and summer. We also utilized a conquesting plan to reach younger, more health-conscious consumers, while continuingly to engage loyal customers.