Panera Focuses on Breakfast

The fast-casual chain has overhauled its coffee and added new breakfast wraps as part of a renewed strategy to garner more morning daypart sales.

April 17, 2019

ST. LOUIS — Panera is refreshing its breakfast offerings, focusing on new menu items and an elevated coffee platform to meet consumer demand for a convenient, high-quality breakfast. Panera’s 100% clean breakfast options are seamlessly integrated with Panera’s digital ordering platforms and Rapid Pick-Up® and Delivery services.

“Our focus on breakfast isn’t just about a single item or category—it’s about looking at the market and bridging a gap for guests. People are compromising between convenience and quality in the morning, and we know that’s a problem Panera can help solve,” said Blaine Hurst, Panera CEO, in a press release. “Craveable, clean, high-quality menu options made easily accessible by digital and channel access is what has propelled our lunch business forward. Now we are taking that powerful combination to breakfast, giving our guest even more of what they want, when and where they want it.”

Panera has launched three new breakfast wraps. Packed with breakfast flavors in a whole grain lavash wrap, the new breakfast category includes classic maple glazed bacon with scrambled egg and gouda cheese; chipotle chicken with scrambled egg, avocado and peppadew peppers; and the vegetarian Mediterranean with scrambled egg whites, roasted tomatoes, spinach and feta cheese.

Panera also has made a significant investment to upgrade its coffee – revamping and expanding its coffee offerings to meet the quality of its food and introducing new standards for brewing. With summer approaching, Panera has just introduced Cold Brew, a smoother, sweeter and bolder alternative to traditional iced coffee. Panera also has begun rolling out a new line of hot coffee, introducing new light roast and dark roast.

For those who prefer sweet over savory for breakfast, Panera also has revamped its bakery line, offering 10 new bakery items, including cheese and cherry Brittanies; almond and chocolate croissants; cinnamon crunch, blueberry and orange scones; a cocoa and creme cookie; brownie; and a vanilla cinnamon roll.