Marketing Panera’s Lobster Sandwich a Tough Task!

I just have to say that I love Panera Bread. They make customers feel like they are eating healthy even though their Smokehouse Turkey on Focaccia has 860 calories and 39 grams of fat. I give full credit to Panera’s marketing department. Way to go guys.

Over the weekend, I was welcomed to Panera by a giant sign that read, “It’s back.” Below the text, there was a picture of “The Lobster Sandwich.”My initial reaction was, “hmm, I never knew it was gone in the first place.”

I proceeded to order my “You Pick Two” combination of french onion soup and a tuna fish sandwich (which I’m sure has well over 1,000 calories). As I glanced at the menu, I squinted in disbelief at the item listed at the top of the food options. “The Lobster Sandwich” was available for a hefty price of $16.99!

Red Lobster happened to be in the same strip mall as the Panera. After doing in-depth research on my iPhone, I found it hard to believe that Panera customers would shell out $17.00 for “The Lobster Sandwich” when they could go to Red Lobster and create the perfect four-course seafood feast for just $14.99!

At this very moment I started to wonder several things:

  • Why the hell is Panera offering lobster?
  • Why would someone spend $17 for any item on their menu?
  • If they already had “The Lobster Sandwich” once before and got rid of it, why did they bring it back?

By no means am I a seafood expert or a foodie. I’m well aware that lobster is an expensive shellfish. I can guarantee one thing; whoever had the idea of offering “The Lobster Sandwich” at Panera for $17 must have made life miserable for those trying to market this menu item.

Jason Parks is the Owner  of The Media Captain

The Media Captain Specializes in Corporate Video Production and Online Marketing in Columbus, Ohio