Free WiFi Good For Business... But... It Ain't Everything
from the still-gotta-sell-the-food dept
Popular bread maker Panera is making some noise today talking about how wonderful their free WiFi offering is going, saying that it has improved business. They've found that it keeps customers in the stores longer -- especially during off-peak hours. Oddly, they don't say if it actually increased sales, which is the key. Panera's claims sound pretty similar to what Schlotzsky's Deli had been saying about their free WiFi. Of course, some of Schlotzsky's numbers seemed a tad overhyped, such as the claim that 40% of customers choose Schlotzsky's because of the WiFi. The only way that really makes sense is if very few people are going to Schlotzsky's at all... and, oops, that might just be the case. Today the chain declared bankruptcy. So, while free WiFi may be good for bringing in business, it's certainly not the be all, end all of being in business. You still need to sell some food and make some money.
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Panera bread ROCKS !
Yes, I do spend more money @ Panera specifically because they have WiFi & I can enjoy sitting by their fireplace eating lunch & surfing the net or taking the relaxed opportunity to VPN into my office and get work done.
I will choose Panera 9 out of 10 times not only for the WiFi but because they are a restaurant that treats people with excellent customer service.
So speaking just for me, I can say that having WiFi does increase my purchases.
http://www.panerabread.com/wifi.aspx
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Why I eat at Panera
What is funny, though, is that now I don't necessarily even use the wifi at Panera specifically, but it made me think positively of the place. I know go fairly regularly, all because of the free wifi.
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