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By Amanda Greenwood
Associate News Editor
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To improve customer experience, Panera Bread has said it was introducing better ingredients and new drink options to its menu. This, along with plans to hire more staff and upgrade its self-serve kiosks, is part of a strategic effort to reach its $7 billion sales target by 2028.
Why It Matters
According to reporting by CNBC, Panera—which was once a leader in the American fast-casual dining sector—has fallen behind its two biggest rivals, Chipotle Mexican Grill and Panda Express, after sales dropped by 5 percent last year. Its decision to refresh its menu, ingredients, and customer experience seems to be an attempt to not only reach its ambitious sales target but also to claw back market share.
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What To Know
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On Tuesday, Panera Bread CEO Paul Carbone introduced a new plan to help the business reverse downward sales and reach its $7 billion sales target. The strategy—called “Panera RISE”—is built on four pillars that include refreshing the menu, igniting value, serving guests with excellence, and expanding its network, according to the press release.
According to Fortune, Panera will:
- Restore romaine lettuce as the base for its salads, removing iceberg lettuce entirely. Salads will now also contain eight ingredients, instead of five.
- Add sliced cherry tomatoes to salads, as opposed to adding whole ones, which were originally introduced to save money.
- Offer new drinks, including Frescas and "energy refreshers” which have lower caffeine levels than the highly caffeinated “Charged Lemonade” that it previously sold (The previous line of caffeinated drinks was linked to two wrongful death lawsuits. Panera denied any wrongdoing and the lawsuits were settled in 2025).
- Increase staff and upgrade self-ordering kiosks.
What People Are Saying
Paul Carbone, CEO of Panera Bread, said: "Over the past year, we have made considerable progress in strengthening our foundation to better serve our guests. Panera RISE is a momentum driver, grounded in the areas of differentiation that have made Panera an iconic brand for nearly 40 years. As we transform our business, we are investing in four strategic pillars that put the guest at the very center of everything we do.”
He also said: “I’m incredibly confident that Panera RISE is the roadmap that will drive our long-term growth and value creation, and that together with our team members and our franchisees, we will reclaim our position as the industry leader in fast casual.”
What Happens Next
Panera will begin rolling out these menu and service changes to reach its $7 billion sales target by 2028.
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