Panera differentiated the bakery-cafés by implementing several important menu changes that addressed the targeted consumer needs and trends. The addition of “good carb” breads, antibiotic-free chicken, and an artisan line of sweet goods were employed as part of a differentiation strategy. In 2005-2006 Panera introduced the G2 concept in an attempt to bolster the dining environment, thus providing more value for the customer. There was no data to support or deny the effectiveness of these strategic moves.