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Panera Bread

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DKA helps Panera Bread open Hartford bakery – raising awareness and dough.

When the Howley Bread Group, one of Panera’s top franchises, planned to open a downtown Hartford bakery-café – its first in an urban setting – the company turned to DKA for public relations and special event support. We worked with Panera to select six Hartford-based, non-profit organizations as partners for “preview parties” held during breakfast and lunch shifts the week prior to opening. While the new Panera staff got some training experience, guests of the non-profits received a full meal from the Panera menu in return for a $10 donation. 1,000+ guests participated and raised $10,000. The grand opening and “baguette cutting” was hosted by Hartford Mayor Pedro Segarra for 50 civic and corporate leaders. “Free Coffee Friday” held during opening week attracted 500 people in 45 minutes (before 8am), with each receiving a complimentary Panera travel mug and a coupon good for 30 coffee refills during their next month of visits to the new Hartford Panera. Significant news coverage was received from print, radio, television and online media. We also designed and produced all of the promotional and POP materials for the events.

DKA: Panera Bread   PaneraBread print

DKA: Panera Bread   PaneraBread mugopening

Grand opening ceremony and “Baguette Cutting”
with Hartford Mayor Pedro Segarra