Panera Bread’s Mark Berinato on Mobile NFC and Why Emotion is Central to Customer Experience

Fast-casual café chain Panera Bread has made big technology moves over the past five years to improve the customer experience. One of those moves was to bring on Mark Berinato, a digital design expert with prior roles at digital-tech agencies Sapient and Digitas, to help tackle the next phase of Panera 2.0. Read on to see how he’s testing mobile near field communication (NFC) and the two things he looks for when hiring talent.

@heidepalermo heide.palermo@adweek.com Heide is the vp, head of community at Adweek and Editor of the Inside the Brand series, including the CMO Moves and Gen ZEOs podcasts, Innovators, Challengers, and Women Trailblazers.