In an effort to draw more customers through its doors while remaining mindful of strained household budgets, Panera Bread has unveiled its first-ever value menu.
The fast-casual restaurant chain and bakery-café, long known for its artisan breads, soups, salads, sandwiches, and baked goods, announced a new “Mix & Match” offering on Wednesday that allows customers to pair up to ten Panera favorites for $4.99 each.
The move comes as Panera enters the early stages of a broader turnaround strategy, one centered on reinvesting in its business and reversing years of declining customer traffic.
According to estimates from industry research firm Technomic, Panera’s sales fell 5% in 2024 to approximately $6.1 billion.
A central pillar of Panera’s comeback effort is a renewed emphasis on value, an increasingly important lever in today’s dining environment. By introducing a lower-priced, customizable menu option, the company is betting that affordability and flexibility can help reignite foot traffic.
In many ways, Panera appears to be taking a page from the playbook of McDonald’s and Taco Bell, both of which have leaned heavily into value-driven promotions to attract price-conscious consumers. In 2024, McDonald’s $5 value meal proved particularly effective in driving traffic and supporting sales, reinforcing a broader industry reality: when consumers are watching every dollar, competitive pricing can serve as a powerful catalyst for renewed momentum.
Beginning today, Panera Bread customers can build their own combination meal by choosing from a lineup of half portions and soups under the new Mix & Match platform. Each selection is priced at $4.99, with customers required to purchase at least two items. The company also plans to cycle seasonal offerings through the promotion over time.
The current lineup features a range of familiar staples. Sandwich options include the Toasted Italiano, Toasted Caprese Focaccia, Bacon Turkey Bravo, and the Cranberry Walnut Chicken Salad. Salad choices include the Caesar, Fuji Apple Chicken, and Ranch Parm BLT. Guests can also opt for a cup of Creamy Tomato, Homestyle Chicken Noodle, or Bistro French Onion soup.
Each order comes with a side, either a baguette, chips, or an apple.
“The Panera Mix & Match Menu is Panera at its best: delicious menu offerings made from thoughtfully sourced, quality ingredients like Fuji apples, spicy soppressata or focaccia bread – now brought together on a value menu designed to offer a deal that’s actually a meal,” said Panera Bread Chief Marketing officer, Mark Shambura. “With the Mix & Match Menu, Panera is introducing the first value menu of its kind – one that doesn’t require compromise and makes it easy for guests to combine quality, craveable selections into a meal that truly satisfies at a great value.”
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