Panera Bread “hidden” "protein-rich” menu is better for you in 2013

Panera Bread has a 'hidden' menu touting items that the fast-casual chain considers protein-rich and healthy.  The menu had a trial run in New York City last November and is now being expanded across US just in time for diet season in 2013.  Ready-2-eat and made to order Panera Bread’s “hidden” fits well in the grocerant niche.

 St. Louis Business Journal reports that  Panera Bread Co. has rolled out a “hidden” menu featuring protein-rich, healthy foods. “ The menu isn’t being promoted in the chain’s bakery cafés; customers in the know just have to tell a Panera employee that they want to order off the hidden menu.”

Panera conducted a trial run in New York City in November reported the St. Louis Business Journal, Panera also has been informing customers about the menu through the MyPanera rewards program and on social media, the Journal reported.

With  six items including the” power breakfast egg white bowl with roasted turkey, power breakfast egg bowl with steak, power Mediterranean chicken salad, power Mediterranean roasted turkey salad, power chicken hummus bowl and the power steak lettuce wrap…

 With better to you top of mind, Panera's goal to highlight protein and limit processed carbohydrates with the hidden menu, providing customers a variety of dietary options outside the chain’s existing menu, according to a statement.”

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions, with extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking. Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant