The Dough-Over
Panera used to mean warm bread, a favorite soup, and that golden glow you could spot through the windows. Then the menu changed, favorites disappeared, and higher prices came with less to love.
People haven’t forgotten the Panera they grew up with. They’ve been waiting for it to come back.
So Panera is bringing back the food we missed and the warmth that made it feel so good.
They’re asking for a dough over.
The Team
Annika Johnson, Art Director
Nina Paterakis, Art Director
Forrest Mesina, Copywriter
To launch our new (old) restaurant, we’ll host The Dough Over: a pop-up bread house at SXSW. When those evening desert temperatures plummet into the 50s during March, inside Panera, it’s warm and cozy again. Early 2000s menus, warm café details, old favorite entrees, and those unhurried “coffee house” musical artists that make you want to settle in with a baguette and stay awhile.
SXSW Activation Launch
Social
You’ve heard about the 2000s Tuscan Mom. She’s back, baby. Panera challenges people to return to simpler times. Do what any Tuscan mom would do on a Thursday night, and stop into Panera for “a lighter dinner.” Aka, a bread bowl.
OOH
Reject Modernity Embrace Tuscany
A few flagship Paneras get a throwback makeover, trading screens and modern finishes for the warm, lived-in feel of a pre-internet Tuscan home. Think wood, patterned tile, vintage décor, and cozy corners that make you want to stay awhile—turning Panera into the ultimate escape from modern life.
