Panera Bread 2005 Annual Report Download - page 5

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was neither easy nor inexpensive. But it was necessary to maintain the trust that underlies the Panera
difference.
We look forward to continuous improvement in our service throughout 2006. While we are among the
leaders of our industry in accuracy and speed of service, we hope to substantially increase our performance
on both metrics this year.
Finally, 2006 marks the first year of our focus on “Share the Warmth” marketing. Rather than relying
solely on advertising, or other impersonal ways of connecting with customers, our Share the Warmth
marketing initiative will rely on “gentle collisions” to introduce Panera even more deeply into communities
throughout the United States. We are excited at the opportunity to bring Panera Warmth to new guests, in
new ways.
As we enter 2006, our research and experience show that significant opportunity lies ahead for deeper
penetration into existing and new markets. We are well prepared to fulfill the considerable demand for our
bakery-cafe experience. To that end, we have bulked up our Development organization, which is now over
100 people strong.
We are excited to inform you that we are on track to celebrate the opening of our 1,000th bakery-cafe in
Fall 2006.
Upwards of 20 other initiatives are in test at various bakery-cafes. Among the most interesting is our effort
to take the Panera experience more aggressively into the evening. You will learn more about this as the
year progresses.
In conclusion, I would like to extend a special thank you to our Board of Directors, to our support center
team members, and especially our Company operators, joint venture operators, and franchisees. You have
been the people behind Panera’s success for the last ten years, and you will be the drivers of our success—
not only in 2006, but for the next decade of the Panera story.
I would like our guests to know we will do everything in our power to continue to offer them an
extraordinary experience. And to our investors who have believed in our vision for Panera, I can assure you
that the entire team takes seriously its responsibility to steward this extraordinary brand for continued
success well into the future.
Sincerely,
Ronald M. Shaich
Chairman and Chief Executive Officer