What would be the single most influencial marketing scheme Panera can do?

After pretty much finishing up our marketing class, we now have the tools to analyze a company and help dissect what their strengths, weaknesses, opportunities and threats are. With that information, we can then formulate a plan to help them capitalize on their strengths. With this in mind, I feel that from what I have seen and what I have researched about Panera Bread Co. is that they need to increase their advertising/promotional budget. Their competition, Dunkin Donuts, McDonald's and Starbucks all have large advertisement campaigns and they have a stronger brand recognition than Panera. Panera needs to play to it's strengths, promote their healthier food and convince the public that they are better off eating a Panera meal than their competitors. What do you think? If you had to choose one weakness to have Panera focus on what would it be?