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I’m sitting here at Panera Bread, my usual work-shifting spot, doing some Saturday afternoon work. My experience here is always a pleasant one - relaxing environment and nice employees (free Wi-Fi doesn’t hurt either.) But my time here today was a little different, as I sat next to a new-employee class that Panera was hosting for a handful of newbies.
They’ve been talking about the company’s history, the bread, and the passion that has gone into this business for over 20 years. What stuck out to me, as I overheard/eavesdropped/call-it-what-you-want on their training, was what the class ‘leader’ said:
We build trust through our relationships with our customers and our community.
I found it inspiring to hear a brick & mortar business, let alone a restaurant/bakery, put such precedence on this statement. Why did I find such surprise in it? One - we unfortunately don’t see such a passionate offline business with equally as passionate employees, as we do with Panera. Two - we seemingly correlate trust, relationships and community specifically with the online space.
Is the offline space that much more different than online when building trust and a passionate community? Trusting relationships are around us in our everyday lives with our family and friends, but why does it seem that when it comes to business, it’s more easily conceived online than when face-to-face with your customers?
In my opinion, business cultures have gone off base to a point where connecting with their customers as more than just a $ sign is out of the realm of possibility - and that’s where it has to start, culture. Panera has been in business since 1987 and from what I’ve seen in my dozens of visits and now with this new-employee class, they’ve instilled such a culture and passion within the business itself that it’s what every employee seemingly lives & breathes.
Kudos to Panera, but what can other brick & mortar businesses do to instill this sort of culture and to gain their customers’ trust? Do you have an experience like mine that you’d like to add?
Sound off - the floor is yours.
From my experiences going to Panera or other similar places, I notice a difference in service when the establishment has a more engaging/positive leader. When the store manager appears to have energy, proactive mannerisms and smiles at his employees, I see a better response from employees.
Employee loyalty and integrity is built when they enjoy their work. Sure working might not be something that many will call "love", but if people feel that they are learning and are building good relationships with their peers, I think it develops highly-likable employees and leads to better relations with customers.
Michael - good point about having that internal 'evangelist', whether a manager or not, that helps lead the charge and the message that Panera has grown around - those positive relationships with their community.
It's amazing how much of a domino effect attitudes and leadership can have on an entire company. Regardless that Panera is brick & mortar, online companies (and offline, of course) can and should take notice of what's happening in their bakery world.
Appreciate the thoughts, Michael!
Great post, Sonny.
You don't see that sort of 'trust' dynamic in most chain stores. In fact, I can't think of any other chain stores where I had a similar experience.
Most often, I find really great shop culture at small businesses. There is a Jamaican restaurant in town owned and operated by a single Jamaican woman. She will remember you even if you haven't been there in several months. She always lets you try new menu item samples and brings all your food out to you on a ceramic plate (like you're at home).
Even though the store is named after her, you feel totally comfortable calling her by her first name, like you've been friends for years.
I think businesses lose that as they get bigger and hire people who don't love the company like the original owner loved the company.
Amanda - that's what I love about those small mom n pop places like the Jamaican restaurant you mention. They understand the meaning of community and why every single person that steps through their door matters.
It's really great but unfortunate when size and $ get in the way of that, which is why it's amazing to see Panera continue to do what they do on a daily basis.
Stop using your companies pre-printed thank you notes. Hand write a thank you note! Hand writing is much more personal and it shows you care. More...
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