
How can we engage all franchisees and their employees to enhance customer experience even more in all Panos stores?
Activating communication to boost customer experience
The challenge
The Panos “franchiser” worldwide wants Panos to be a “Love Brand” where customers have a brand experience and employees share a passion for customers and products. Three key levers have been identified: service, freshness & attractiveness.
In addition to this ambition there were also several important challenges that we had to consider in our approach:
- Nearly 100% of the stores are franchised with a wide variety of profiles, from purebred entrepreneurs and large chains to small independent retailers
- Strong external as well as internal competition
- Disparity of skills among staff accompanied by rather high staff turnover
- Commercial coaches supervise about 30 franchisees each time. Similarly these coaches are not all equally trained to properly guide the franchisees. Their roles are also evolving


Our approach
We needed a compelling story that would allow the commercial coaches to bring the franchisees and their staff into this program. We focused on improving the facilitation skills on the one hand and on the other hand on understanding and mastering the story. This was necessary so that the coaches in turn could support the franchisees and their staff and help improve the customer experience.
- Creation of a baking book. After all, it's about bakers and they really use baking book. This book visits around 50 recipes on how to improve customer experience
- Development of a complete communication kit to approach different types of stakeholders
- Delivery of "In depth" training so that the commercial coaches understand the full approach and are able to become familiar with it
- Co-creation & co-design of all supporting materials with the marketing team
A selection of tools developed
Creation of the baking book
We advised to give the program, which would last several years, a clear and appealing image, its own brand. Panos franchisees are and remain bakers. So we worked everything out around the theme “Our Baking Book”. All moments of truth were worked out as real recipes.

An eye-opener to include all employees in this evaluation
We gave the floor to the customers. What do they think of “their” Panos, what do they think is great and what could be better?
Who is Panos, what do we stand for and what is “Our baking book" really about?
A fun, short and powerful animated film that makes it clear that Panos is and will remain a real “innovator” from the start.

The kick-off for a team
The employees of a Panos store are real “doers”. They like to take care of things. That’s great. Sometimes it’s good to take a moment to think and evaluate. To make this new habit run as well as possible we have developed a game, the baking book Game, with the Commercial Coach of Panos, in the driver seat.
A goose board game to evaluate us as a team
We follow our mascot Tom through his entire journey on a weekly visit to our shop. At different times we evaluate ourselves and make suggestions on how to improve ourselves.


Development of an iPad game
Based on propositions, the participants made the story their own.
The results
- After working intensively on the various challenges, we thoroughly supervised one Panoshop as a pilot case. This resulted in a 20% turnover increase.


And what does the client say?
At first, I didn’t even want to participate in this project. I thought: another change. Today I’m a fierce defender of the “Baking Book”. It allows me to really be a better commercial coach and to deal with all my franchisees and their staff in a much more efficient way
Commercial Coach