The US coffee and food-to-go chain has added new marketing and menu expertise to its leadership team as it continues to focus on new product development and value-for-money
.jpg.aspx?lang=en-GB)
Panera Bread unveiled the ‘largest menu transformation in its history’ in April 2024 | Photo credit: Panera Bread
Panera Bread has bolstered its senior leadership team as part of an ongoing menu innovation strategy.
The Missouri-based coffee and food-to-go chain has appointed Robin Seward as Senior Vice President, Brand and Integrated Marketing and Scott Uehlein as Vice President, Culinary.
Reporting to Chief Marketing Officer Mark Shambura, Seward and Uehlein will play key roles in the ongoing development of Panera Bread’s menu, which has focused on boosting value and morning trade over the last 12 months.
“I am excited to welcome Robin and Scott to an already stellar group of marketing leaders at Panera. They will be instrumental as we focus on innovating this year through our marketing strategy and our menu offerings,” said Mark Shambura, Chief Marketing Officer, Panera Bread.
In April 2024, Panera Bread unveiled the ‘largest menu transformation in its history’, with a paired back offering focused on soups, salads and sandwiches alongside larger portions and more regular promotions.
The changes follow the 2023 launch of Panera Bread’s Value Duets offer, which allows customers to order a smaller sandwich or salad with a soup, and an annual version of its in-store beverage subscription, which offers Unlimited Sip Club members 12 months of coffee for the price of 10.
Seward, who assumes responsibility for Panera Bread’s strategic marketing planning, including consumer insights, product strategy and category growth, brings extensive fast-casual experience to the role, including senior marketing roles at Burger King, Arby’s, Schlotzsky’s and, most recently, Subway.
She has led brand turnarounds in three of her previous roles, including preparing Subway ahead of a $9.6bn sale to private equity firm Roark Capital in August 2023.
Former Papa Johns, MOD Pizza and Sonic executive Uehlein will oversee the Panera culinary team, leading all menu development and innovation.
Their appointments come as Panera Bread announces California-based advertising firm 72andSunny as its new Creative Agency of Record, succeeding Mother NY.
“72andSunny not only embraced our vision to re-energise Panera but will also bring a fresh energy to our creative storytelling and help ensure that Panera feels as dynamic and relevant as ever,” Shambura added.
Stagwell subsidiary 72andSunny has previously created campaigns for US coffee giant Starbucks, Australian dairy alternative brand Milklab and US brewer Pabst.
Founded in 1987, Panera Bread currently operates over 2,200 stores across the US and Canada. The coffee and food-to-go chain is part of US fast-casual group Panera Brands, which also manages the Caribou Coffee and Einstein Bros. Bagels chains.