Panera’s “hidden” menu
Panera’s hidden menu does not include pastries like these. The Roanoke Times | File photo.
They aren’t on the main menu at Panera Bread locations, but there are new dishes available at all 1,625 of the chain’s cafes — if you ask for them.
According to an article in the St. Louis Post-Dispatch, the “hidden menu” is not meant to be so secretive. It sounds as if it’s really more of a way the company can test the popularity of these dishes before they spend the time and money to have them placed permanently on the main menu.
From the Post-Dispatch: “It’s a funny thing,” mused Scott Davis, the chain’s chief concept officer. “Some people have thought about it like it is a secret menu. But that’s not the case. It’s hidden because we’re not doing the usual menu placement and other ancillary work.”
There are six items on the menu, which is likely to be on a laminated sheet at the cash registers if you ask. The items are all geared toward customers who are looking for low-carb, high-protein breakfasts and lunches. And we can all agree that Panera is not usually the place we think about when we’re looking for a low-carb meal.
The items are:
Power breakfast egg white bowl with roasted turkey (180 calories; 25g protein), the power breakfast egg bowl with steak (230 calories; 20g protein), power chicken hummus bowl (330 calories; 33g protein), power Mediterranean chicken salad (360 calories; 35g protein), power Mediterranean roasted turkey salad (320 calories; 22g protein), and the power steak lettuce wrap (280 calories; 28g protein).
The new menu has been marketed through social networks such as Twitter and Facebook. The January 9 tweet that started much of the buzz: #DidYouKnow we now offer a Hidden Menu? Check out our fresh twist on some of your favorite menu items. bit.ly/XkbqMs
The new menu is available at both the Electric Road Panera Bread and the Valley View Panera Bread in Roanoke.
January 16, 2013 - 5:05 AM
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Panera has a nicely varied sandwich menu as it is but it’s good to see them mix it up a bit. Surprised they aren’t adding a non-meat “power” option. A hummus bowl would pack plenty of protein without chicken.
“Hidden” menu. Just plain dumb.
tass – I believe their power spinach salad is non-meat. My husband got it last week and I believe the protein is mushrooms. It is on their regular menu.
Why hide things from the patrons? Doesn’t seem like a wise move. I just wish they’d serve a whole salad instead of half. The salads continue to shrink.
So actually putting the food you offer on a menu for people to see is “ancillary work”? I’ve never found Panera to be anything but overpriced mediocrity.
If you read the St. Louis article, you’ll see these interesting comments from a restaurant researcher and consultant they interviewed named Darren Tristano:
“Darren Tristano, with the food industry research and consulting firm Technomic, says hidden menus aren’t a new concept… Tristano said the secret menu has the added bonus of creating extra buzz among a restaurant’s super fans, who find the idea hip and cool. It makes folks feel like insiders.”
So, don’t you guys think this is hip and cool?
Hip and cool? No, at least in my opinion. Maybe to a hip and cool restaurant researcher and consultant.
I would love to know the sodium content. I know it’s awful for the soups, turkey, and dressings. They do publish this on their website. I don’t know if the hidden menu nutritional values are posted on the site or not.
@ Meghan and Tass, the Power Spinach has bacon in it…
The important word is “test”. You don’t change the menu until you’ve decided that these items are going to be offered long term.
I tried the Power Egg White and Turkey breakfast to review it on my personal blog. It was okay, but it went very skimpy on the spinach (which is the part I wanted most) and the basil pesto so the egg white was very bland. Its a nice option if you are on the go — but I personally wouldn’t go out of my way for it (at least the version that I had this week — maybe they are still learning?).
Mushrooms aren’t high in protein. They’re considered by some people as a meat substitute for their texture and earthiness (think portobello sandwiches on a burger menu) but not for their protein content.
Yes, mushrooms only have about 2g of protein per serving (that’s for white mushrooms).
But I didn’t see a spinach salad on the hidden menu anyway. There were supposedly only six items on that menu and they are listed in the blog entry. The only salad I saw were the chicken salad and the turkey salad.
I agree that they might do well with a vegetarian “power” option.
Word to the wise, do NOT use their “hidden” restrooms!
They will kick you out of the establishment.
And as far as I’m concerned that potted plant was very dry and in need of some kind of watering!
HA HA Dylan!