Panera Is Hungry For a Major Market Share of the Ever-Growing Breakfast Segment

Panera Bread, the cozy cafe franchise and purveyor of bread bowls, has announced a newly overhauled breakfast menu in the interest of attracting more of an ever-growing breakfast crowd, according to an article in Forbes.

The article said that “the breakfast daypart has captured a larger share of traffic in the past few years, which means more Americans are depending on restaurants for their morning pick-me-up. Breakfast business accounted for 21% of all traffic in 2018, up from 19% in 2013, according to NPD/Crest data. In fact, breakfast is the only meal of the day that’s grown for the U.S. restaurant industry as of late.”

The article indicated that the traditional dominator in the space, McDonald’s, has lost some ground recently to contenders like Taco Bell, “while ubiquitous brands like Dunkin’ and Starbucks have reached into their deep pockets to ensure continued coffee dominance,” according to the article.

Hungry for a heftier slice of the market share, Panera today announced a new breakfast menu that will feature three new wraps to be “complemented by an ‘elevated’ coffee platform that includes new cold brews, as well as a new light roast and dark roast,” according to the article.