Generosity is in the Details

Panera isn’t like other restaurants in the category. Instead of trying to get as many people through the doors as possible, they focus on the quality of their guests’ experiences.

Instead of wobbly metal hightops, Panera cafes have big booths with comfortable cushions designed to let you stay for as long as you want. There are fireplaces to cozy up to in the winter and patios to enjoy in the summer. Their foods feature extra flavors like parmesan crisps, fried pickle chips, and Peppadew Peppers.

That’s how we came up with “Generosity is in the Details”—a campaign about all those extra details that other places overlook, and how the difference they make can be big.