I was just fumbling through my morning routine of empty dishwasher, make coffee, listen to morning radio. I heard this story on NPR about Secret Menus and I stopped and thought, "Well, there's today's blog entry."
BECAUSE LOOK WHAT PANERA DID AND I WOULD HAVE NEVER KNOWN CAUSE IT WAS A BIG OLE SECRET!
Panera (Bread, which I avoid... because it is a BREAD. STORE. CLOAKED. AS. A. SIT. DOWN. RESTAURANT.) now offers on the sly, teh foods that I can enjoy, and that many of you can also enjoy, but we have to play the secret game to get them.
One thing you won't see on Panera Bread's secret menu? Bread.
As Scott Davis, who oversees menus for Panera Bread, explains, "This is probably the most extreme anti-kind of Panera diet you can have, right? It doesn't include bread and flour and that sort of stuff."
Davis says that the company had been missing out on a whole group of diners: diabetics and people who were cutting carbs or avoiding gluten. This menu lets the company tap into that growing health-conscious market.
"If someone never considered Panera before because the name 'bread' is in it ... this is a way of opening that door," says Davis.
So at its 1,800 stores around the country, Panera trained its employees to either pull out the secret menu card or scan a code that'll put the menu on a customer's mobile device.
But only if someone asks for it.
Here's my rant about this -- It's A Schtick, It's A Marketing Ploy -- to get foot traffic into the restaurants to "find all the foods" that are on the "hidden" but not-so-hidden-because-we-promoted-them-on-our-website-menus.
The restaurant also desires that while you are there, you will add-on a purchase of a simple-carb from the bakery-porn-case of scones, souffles, muffins, cookies, bagels, or loaves of bread?
Shortbread cookies are my nememis. Thank you for noticing. Let's see if I can get through there without looking. > - <