Panera is revamping its dinner strategy, as the fast-casual chain tries to win over customers outside of lunch.
is revamping its dinner strategy, testing a new dinner-only menu of heartier, hot items.
"There's probably a diminishing return of how many more lunch occasions we can get," Dan Wegiel, Panera's chief growth and strategy officer, told Business Insider.Panera is revamping its dinner strategy as the fast-casual chain tries to win over customers outside of lunch. According to Wegiel, roughly a third to a fourth of Panera's business comes from dinnertime customers. The chain has never made a major push for dinner customers. The menu test, Wegiel says, is intended to use"hot, hearty, filling" foods available after 4:30 p.m. to signal to customers that they should consider Panera more seriously as a dinner option.
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