Panera used to mean warm bread, a favorite soup, and that golden glow you could spot through the windows. Then the menu changed, favorites disappeared, and higher prices came with less to love.
People haven’t forgotten the Panera they grew up with. They’ve been waiting for it to come back.
So Panera is bringing back the food we missed and the warmth that made it feel so good.
They’re asking for a dough over.
SXSW ACTIVATION: PANERA BREAD HOUSE
To launch our new (old) restaurant, we’ll host The Dough Over: a pop-up bread house at SXSW. When those evening desert temperatures plummet into the 50s during March, inside Panera, it’s warm and cozy again. Early 2000s menus, warm café details, old favorite entrees, and those unhurried “coffee house” musical artists that make you want to settle in with a baguette and stay awhile.
You’ve heard about the 2000s Tuscan Mom. She’s back, baby.
Panera challenges people to return to simpler times. Do what any Tuscan mom would do on a Thursday night, and stop into Panera for “a lighter dinner.” Aka, a bread bowl.
SOCIALS:
OOH::
A bread bowl calling your name. An old favorite you haven’t thought about in years. A lunch that looks like today but feels like 2009. Our OOH uses familiar food and a little nostalgia to bring back what people loved about Panera in the first place. You can’t actually smell the bread from the sidewalk, but we want you to remember exactly what walking in felt like.
