Panera taps viral power of Therapuss star Jake Shane

Panera is leaning into social media marketing efforts in a new partnership with influencer Jake Shane.

The fast-casual chain on Tuesday introduced a new Pass That Panera Meal limited-time offer featuring a custom order by the comedian and “viral creator.”

Launched earlier this year, the Mix & Match value menu allows guests to enjoy two or more half items from a selection of Panera favorites for just $4.99 each. Panera also has the new Salad Stuffers, featuring essentially salad stuffed into a hollowed out baguette.

Shane’s meal brings the two together with a Caesar Salad Stuffer with added chicken, paired with a Fuji Apple Chicken Salad and Homestyle Chicken Noodle Soup.

Shane (@octopusslover8, with 4 million followers on TikTok) is known on YouTube, Netflix and Spotify for his Therapuss series, in which he puts himself in the (amateur) therapist seat with celebrities and others.

“I wouldn’t stop talking about the new Salad Stuffers until Panera agreed to put one on the Mix & Match Menu,” Shane said in a statement. “They are easily one of my favorite things to eat right now, and I love that the Caesar with chicken is now available for under five dollars when you mix and match.”

A creative campaign featuring Shane also launched on Tuesday, with the content creator guiding viewers through the menu.

The campaign is the latest move in Panera’s ongoing RISE turnaround effort, which has included menu upgrades and operational improvements.