Panera, a fast food chain in Canada and the United States, worked with the American brand agency ChangeUp to develop its new bakery-café restaurant design. The new restaurant focuses on enhanced digital capabilities, personalized options and more drive-thru access, while also betting on dinner with comfortable seating around its iconic fireplace.
The restaurant’s new design builds on Panera’s digital innovation, allowing the brand to thrive in offsite channels such as delivery apps. Next-generation bakery cafes will feature an updated Panera Bread logo and brand identity. The refreshed Panera ‘Mother Bread’ logo is a nod to the sourdough of Panera Bread, which is over 30 years old.
“Innovation is at the heart of who we are and with our new, next-generation Panera concept, we’re doing what we’ve always done: keeping a personalized customer experience at the heart of everything we do,” says Eduardo Luz, brand manager. and responsible for the Panera Bread concept.
The new bakery-café, which will open outside Panera’s hometown of St. Louis, will feature ovens in plain sight so that guests can fully immerse themselves in the baking experience throughout. throughout the day. To increase its locations, it will also include a dual-lane drive-thru with a dedicated lane specifically for the brand’s signature quick pickup service.
“It was imperative that the design be rich and vibrant, while making the guests feel right at home. This warmth is infused into the selection of materials, digital integration and the elimination of barriers between associates and guests. Meaningful innovation for the customer was a key factor, knowing that hospitality has always been at the heart of the brand, ”said Jamie Cornelius, Executive Creative Director of ChangeUp.
The new Panera concept will also feature new digital innovations, including a contactless catering and delivery service, updated ordering kiosks, faithful automatic identification and a fully digitized menu both at the café and at the drive-thru.
The emphasis on next-generation design has been to improve customer travel and make it more intuitive. This includes rolling out a clear and concise route outside the cafe and fine-tuning how the guest navigates the cafe after entering the front door.