Fast-casual chain Panera Bread has launched a brand-new fall menu that taps into Gilmore Girls nostalgia.
Gilmore Girls stars Jared Padalecki (Dean Forester) and Matt Czuchry (Logan Huntzberger) are promoting the Fall for Your Favorites Meal campaign, which includes many of the restaurant’s classic dishes as well as several new items.
Why It Matters
Many consumers are looking to reel in their spending, especially within the dining and retail categories, amid the larger uncertain economy.
However, to combat this, restaurant and fast-food giants are unveiling new menu creations to capture customer interest. In addition to Panera, Starbucks, Arby’s, Chipotle and Popeyes have announced their own menu changes in recent weeks.
What To Know
The Fall for Your Favorites Meal includes the return of three signature soups: Black Bean Soup, a beloved classic making its comeback by guest demand after a seven-year hiatus, as well as Autumn Squash Soup and Hearty Fireside Chili.
In the new commercial for the soup lineup, Padalecki and Czuchry promoted the different soups with a play on their characters’ personality traits.
“What is wrong with being the reliable one, the one that’s always there for you? I’m sure I know what you’re going to say. It’s not that fancy, but it feels like home,” Padalecki said, in a nod to Dean, Rory Gilmore’s hometown first love.
“Hey man, listen, some people just might want something a little more sophisticated…What about Autumn Squash Soup? I mean, it’s so rich,” Czuchry said, referring to Logan, Rory’s wealthy boyfriend in the later seasons of the beloved show.
In addition to the soups, Panera has introduced a Crème Brûlée Latte, which is described as a rich espresso drink topped with whipped cream and caramel sugar. There’s also the Harvest Medley Chicken Salad and classics like the Pumpkin Cookie and Ciabatta Dippers returning to the menu.
The Ciabatta Dipper lineup includes the French Dipper, which includes marinated steak with provolone, asiago, and garlic aioli on rustic ciabatta with a side of Bistro French Onion Soup, as well as the Chicken Pesto Dipper, featuring grilled chicken, provolone, parmesan, and basil pesto, coming alongside the Creamy Tomato Soup.
The new fall menu is available for dine-in, delivery, Rapid Pick-Up, or drive-thru; meanwhile, the Fall for Your Favorites Meal is available exclusively on the Panera Bread app.
What People Are Saying
Mark Shambura, chief marketing officer at Panera Bread, said in a statement: “Fall is one of our favorite seasons at Panera, when we get to spotlight warm, comforting classics alongside fresh, seasonal flavors. This year, we’re celebrating not just with the return of guest-favorite soups, but also with playful content that personifies them in a way fans will instantly recognize.”
Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek: “Whether it’s featuring a Gilmore Girls reunion in new commercials or adding black bean soup back to the menu, Panera is clearly tapping into nostalgia this fall in an attempt to win back customers who haven’t frequented it as much in recent months. As inflationary pressures continue to have an effect, many Americans have decided to dine out less to save money, and restaurant chains are having to contend with those decisions.”
What Happens Next
Panera has the potential to boost overall revenue by tapping into the fall nostalgia through both its fall menu items and the Gilmore Girls reunion.
“Bringing back memories of the past both in ad space and their menu could lure cash-strapped customers back through their doors,” Beene said.
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