Panera Bread implements a mission to deliver fresh bread products to its customers. According to Panera Bread's website, their mission statement "A Loaf of Bread in Every Arm" does not clearly describe who they are, what they do, and why they are here. It does not outline any of the elements needed to create an effective mission statement. Their vision for the business is to create a fresh dough specialty restaurant with a fast, upscale menu selection without the typical "fast food" experience. They strive to provide a better, healthier selection of foods to a variety of customers. Their strategic goals are to become a nationally recognized brand and also be the leading restaurant offering high-end, fast food. Panera creates an environment where customers would rather eat than at any other restaurant with the same setting and casual atmosphere. They focus on the quality of the dough to make their breads and the attention to detail in the selection of dishes they offer. They have strategically placed their stores where there is a lot of traffic and offer a selection of foods for any time of day, not just traditional breakfast, lunch and dinner. Their financial goals are to open more bakeries, gain greater market share, achieve average sales gains of 4 to 5 percent and grow diluted earnings per share to the low end of its long-term goal of 15 to 20 percent. They choose not to finance their franchise stores, thereby reducing their long-term debt. Panera Bread pursues a broad differentiation strategy by differentiating itself with high-quality products, a variety of soups, salads, beverages and a selection of breads for a wide range of customers. Panera differentiates itself from its competitors by the fact that the medium consumes fresh dough locally and franchises its stores. Panera is also able to grow its business and maintain profits. Their core competency in high-quality bread products and distinctive skills such as store locations and catering enable them to have competitive capabilities. Panera's dinner menu offering is a weakness. Other restaurants in this market offer more hot dinner options. The majority of their advertising is done by word of mouth to their customers. Increase market share by opening more stores internationally and not just in the United States, increase market share by opening more stores in suburban markets, open more Panera Cares Community Cafés, sell Panera bread products in grocery stores, open a head office restaurant with more dinner options, substitutes are considered low quality (Panera bread is high quality)