Panera Bread Launches “Hidden Menu” in U.S.

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ST. LOUIS — The St. Louis-based Panera Bread chain has launched “hidden menu” items in its U.S. stores that include breakfast and lunch sandwiches, wraps, soups and bakery items.

“Check out our hidden menu items. You won’t find these listed on the menu board, but just ask for them at your local bakery-café,” reads a Panera Bread Facebook announcement.

The hidden menu items — which include Power Steak Lettuce Wraps, Power Chicken Hummus Bowls, Napa Almond Chicken Salad Sandwiches and Mediterranean Egg White Breakfast Sandwiches on a Ciabatta — are protein-rich, healthy foods made with local and fresh ingredients.

The St. Louis Business Journal reports that, following a successful test run in New York City last November, the chain launched the menu nationwide Jan. 2. The new items are not displayed in-store, but the company has been quietly promoting them via social media and through its MyPanera rewards program.

No word yet about why the menu is “hidden.”

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