Panera stirs up sales with video foreshadowing recipe revamp

Mobile Commerce Daily – Panera Bread is ramping up sales in 2016 with Facebook advertisements featuring a mobile-optimized video that teases a new recipe for a fan-favorite item.

The quick service restaurant chain is rolling out the video ads on targeted consumers’ Facebook newsfeeds, hoping to stir up excitement and sales among individuals seeking a tasty meal. Panera is also readying its fans’ taste buds for a recipe change involving one of its most popular menu items – rumored to be the French Onion soup by an employee in the video comments section.

“Creating suspense and mystery on social media is a great way to curate greater interest in menu items and Panera Bread’s restaurants,” said Paul Valle, vice president of Boston Retail Partners. “The mobile-optimized video with a chef hiding his secret recipe by filming from behind with glimpses of some ingredients is captivating and spurs social media dialogue guessing what the recipe will be.”

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