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The Panera bread wants to be known for something more than lunch and bagels



Panera Bread Menu Evenings

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After expanding your breakfast menu earlier this year, Panera Bread is trying to move on to another meal: dinner. has tested a dinner menu at one place in Jacksonville, Florida, and extends the pilot to nine stores in Lexington, Kentucky next month.

At present, dinner is about a quarter of one-third of Panera's sales, depending on when lunch is over and dinner begins. But the company sees nutrition as a potentially enormous opportunity.

"We gave up about a year ago … let's say," Over the next five years, where will we develop? Where will we get most of the value created? "Dan Weigel, Panher's main growth and strategy

For restaurants that have noticed a sales slowdown, introducing a new meal for unused meal time can mean raising sales. For example, Taco Bell has stolen part of McDonald's market share after he entered the breakfast wars five years ago, partly thanks to a marketing campaign that raised customer awareness.

Wegiel said the chain has built a lot of luncheon awareness, but many customers see its soups, salads and sandwiches as too light for dinner.

So Panera has decided to add more sophisticated options, which will be available only after 1

6:30: fruit pizzas, sandwiches and bowls. Even with all-new offers such as pizza and bowls, Panera's culinary team has tried to stick to the classic flavors customers will associate with the chain such as Chipotle Chicken and Bacon Artisan Flatbread, which uses the same chipotle mayo as one of its popular sandwiches and

The restaurant also added several new vegetable countries designed to attract both children and parents.

Panera is trying to direct customers looking for a quick but full dinner during the week, especially families on the go. .

"People are often challenged by the dichotomy between convenience and quality, so you have to trade for each other, especially dinner on the go," said Sara Burnett, Panera's Vice President for Wellness and Food Policy.

Dinner is also a popular time for a delivery order. Unlike many restaurants, Panera uses its own delivery drivers instead of partnering with a third-party delivery service such as DoorDash or GrubHub.

"We definitely saw a delivery option with dinner, but it was marked as something we can unlock more securely," Wegiel said.

More than 60% of Panera's current delivery orders occur at noon. This may change if Panera launches the dinner menu across the country, but Wegiel said that increased dinner delivery orders are not the main driver for adopting a new strategy.


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