Who would have thought that Panera Bread would be the one to
provide an example of storytelling worth celebrating?

This chain of fast-casual bakery-cafe restaurants began in St.
Louis as the Saint Louis Bread Company. It’s still known as such
within the Greater St. Louis area. But to most of the United
States, it’s fondly known as Panera Bread.

Why this winning little storytelling example came to be is also
worthy of celebration: french onion soup is back on the menu at
Panera. Customers everywhere rejoiced at the news.

But prior to that? Panera’s people were not happy when they
learned french onion soup was no longer available at Panera. And
they communicated their displeasure on social media. So what did
Panera do? They did what any aware, savvy company does in 2020:
they responded. On social media.

The following clip is how they responded to their customer base,
and it’s through an apology that comes straight from their
headquarters in St. Louis. Panera is communicating with their
people. They’re saying…

We see you.
We hear you.
Your concerns are valid.
We’re making the proper changes to address your concerns.
We care about you and we want you to come back.

This response video, which clocks in at less than one minute, is
a win. Phyllis Smith, who’s come straight from The Office
universe and waltzed into Panera’s main office to serve as the
company’s social media coordinator, is one reason why. But the
good communication, responsiveness, tone, style, and genuine human
interaction all catapult this into win territory, too. Naturally,
it has gone viral.

There’s nothing like communicating “Yes, we messed up, and
we are genuinely sorry” to those who need to hear it, and with
humor, at that! Check out the video.

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The post
Power of Storytelling | Panera communicates with — and gives
power to — their people
appeared first on Pamela Grow.

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