Unlike its QSR peers, Panera's chicken sandwiches are pan seared and sous-vide cooked.
Consumer demand for portable chicken sandwiches doesn’t seem to be waning. In fact, Panera’s launch comes because its guests have been asking for the offering, according to Luz.
In the chain’s past year or so of testing, the portability piece became just as important as getting the ingredients and cooking method down before a nationwide rollout. As such, Panera is also launching new packaging to coincide with its chicken sandwich rollout–a perforated box that “opens like a present,” Luz said.
“The box holds temperature much better for off-premise orders. That’s the goal, but we also wanted to make sure customers could enjoy it on the go,” he said. The new packaging will eventually be used for other products as well, as Panera’s off-premise business remains sticky. Such packaging could prove to be an advantage for Panera, as could its massive MyPanera Rewards program of 43 million members and counting. After all, the chicken sandwich wars have proven the product is a frequent go-to option and that plays especially well for loyalty guests.
“Last year was the highest recruitment years we ever had in terms of attracting new members to the program. Engagement is going up and the more engaged, the more frequent and the more we learn about our guests. It is a special flywheel and a significant advantage for us,” Luz said. “I am also confident because this is truly differentiated, and sandwiches are our number one food category. We are a sandwich shop.
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