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Can a chain built on "bread" convince carbon-thirsty customers that it was in good health?
Blaine Hurst, CEO of Panera Bread, believes that any channel can do it, it's Panera.
"We call ourselves Panera Bread, so we have this ongoing discussion:" Is bread a problem? "Hurst told Business Insider.
"So, we concluded several years ago, not only is bread not a problem, but it is also our responsibility to prepare the best possible bread, the healthiest bread we can prepare," he said. Mr. Hurst.
On Tuesday, Panera announced that she had begun labeling her bread to indicate how many whole grains are included per slice, roll or bagel on breads made up of more than 50% whole grains.
While "whole grain" bread is generally celebrated, Panera says that phrases such as "whole grain" and "multigrain" can confuse people and make it seem like some foods are healthier. With the new labels, Panera aims to make things simpler, both to stand out from the competition and to educate customers.
As part of this education, Panera produces its own original series entitled "Food Interrupted", broadcast continuously on the channel's Facebook page. The series – which, says Hurst, rarely mentions Panera]focuses on different types of foods, starting with a grain-centered episode featuring New York City chef Marcus Samuelsson.
"I think one of the things we need to do is however to be careful and not to do that … all about Panera, because then that's just another campaign of marketing, "said Hurst.
"It's clear that we want to sell more food, let's face it," he added. "We are capitalist."
Original content that is more prestigious than insults and the emphasis on transparency have been the two pillars of Panera's strategy to convince its customers that carbohydrates are not, in fact, the public enemy number one.
"We have gained in many ways the right to tell this story … because we had a strong perspective on all of these issues," said Sara Burnett, director of health and wellness policies at Panera. "We had a long trip and we were very open to share this trip."
The diversity of Panera's menus, with its richness in salads and soups, has allowed the chain to avoid the heavy fights of competitors such as Subway and Quiznos. However, according to Burnett and Hurst, Panera's reputation and ability to earn customer trust is just as crucial as its full menu.
"We're fast-casual, we're not QSR, people trust us to do what's right," Hurst said. "I think the width of the menu has clearly helped, but it's not ultimately what made the difference."
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