Panera Bets on Bakery Roots with Return of Fan-Favorite Bagel Stacks

ST. LOUIS, MO – January 13, 2026 – Panera Bread is making a significant play to reinvigorate its menu and brand identity, announcing today the return of its fan-favorite Asiago Bagel Stacks. The move brings two popular sandwiches back to the permanent menu and introduces a trio of new breakfast options, all centered around the brand's signature cheesy bagel. This launch is more than a simple menu update; it represents a calculated strategic pivot back to the company's core bakery heritage.

Starting today, customers nationwide can find the Chicken Roma and Spicy Steak Asiago Bagel Stacks on the lunch and dinner menu for $7.99. The launch is timed to coincide with National Bagel Day on January 15, which the company is celebrating with a buy-one-get-one-free offer on the stacks for a single day.

A Strategic Return to Bakery Roots

This renewed focus on bakery innovation is a cornerstone of Panera's broader revitalization effort. The company, a pioneer in the fast-casual space, has faced mounting pressure in a competitive market, experiencing a sales decline in 2024 that saw it slip from its long-held position among the top chains. This menu expansion is a key component of the 'Panera RISE' plan, an internal initiative designed to boost sales by refreshing the menu, emphasizing value, and improving customer service.

Industry analysts note that this 'Back to Bakery' strategy is a deliberate move to leverage the brand's foundational strength. The most telling sign of this shift is the introduction of the Asiago Everything Bagel, Panera's first new bagel variety to be launched since 2014. For a brand that built its reputation on bread, a decade-long pause in bagel innovation was notable. Its arrival signals a clear intention to reclaim leadership and authenticity in the bakery space.

"Our guests asked and we listened – Stacks are back in a big way, including an all-new breakfast lineup that brings both freshness and flavor to Panera's morning menu," said Mark Shambura, Chief Marketing Officer at Panera Bread, in a statement. "Built on our iconic Asiago bagel, these stacks bring layers of chef-crafted flavors at an outstanding value all day long."

Stacking Up Against the Breakfast Competition

The introduction of three dedicated Breakfast Bagel Stacks thrusts Panera deeper into the fiercely competitive breakfast daypart, pitting it directly against giants like Starbucks, Dunkin', and bagel specialist Einstein Bros. Bagels. Panera's pricing and positioning for these new items reveal a strategy focused on capturing the premium end of the market.

At $7.99, the lunch and dinner stacks are priced above the value-oriented offerings from Dunkin', where breakfast sandwiches often fall in the $3 to $5 range. Instead, Panera's pricing is more aligned with the premium sandwiches at Starbucks, which can cost between $7 and $9, and specialty sandwiches at Einstein Bros. Bagels, where classic egg sandwiches hover around $7. By emphasizing "chef-crafted" ingredients like Green Goddess dressing, salsa verde spread, and cheesy benedict sauce, Panera is competing on flavor complexity and perceived quality rather than price alone. The 'stack' concept itself implies a more substantial, satisfying meal, justifying a higher price point than a standard single-patty sandwich.

This approach allows Panera to carve out a niche for consumers willing to pay more for a higher-quality, more indulgent breakfast or lunch, differentiating itself from the high-volume, speed-focused models of its primary competitors.

Nostalgia and Novelty: A Multi-Layered Marketing Push

Panera is tapping into a powerful consumer emotion: nostalgia. The company has a history of discontinuing beloved items, from the Sierra Turkey Sandwich to the French Toast Bagel, often sparking online petitions and social media campaigns from a passionate fanbase. The return of the Asiago Bagel Stacks is a direct nod to this sentiment, a calculated move to re-engage loyal customers who have been asking for their return.

But the strategy isn't just about looking backward. Panera is balancing this nostalgia with a heavy dose of novelty. The three new breakfast stacks and the Asiago Everything Bagel create fresh excitement, while a multi-pronged marketing campaign aims to maximize reach. The one-day BOGO deal for National Bagel Day is a classic tactic to drive immediate trial and create a sense of urgency.

More innovatively, Panera is embracing modern engagement strategies. The company has partnered with reality TV personalities Ciara Miller and Venita Aspen to launch 'Stack & Spill,' a limited-edition block-stacking game designed to mimic the layers of the bagel stacks. Available for purchase online, the game extends brand interaction beyond the restaurant and leverages the significant reach of social media influencers. This blend of a classic product revival with contemporary, gamified marketing demonstrates a sophisticated approach to capturing the attention of a broad consumer base.

A Closer Look at the New and Returning Menu

The expanded Asiago Bagel Stack lineup offers options for every part of the day, built on either the classic Asiago Bagel or the new Asiago Everything Bagel.

For breakfast, the new offerings include:
* Wake-Up BLT Asiago Everything Bagel Stack: Applewood smoked bacon, scrambled egg, tomatoes, arugula, and a cheesy benedict sauce on the new Asiago Everything Bagel.
* Farmhouse Duo Asiago Bagel Stack: A combination of applewood smoked bacon and sausage with scrambled egg and cheesy benedict sauce.
* Sausage & Egg Asiago Bagel Stack: Savory sausage, scrambled egg, American cheese, and a garlic aioli drizzle.

Returning for lunch and dinner are two protein-packed guest favorites:
* Chicken Roma Asiago Bagel Stack: Grilled chicken, fresh mozzarella, tomatoes, basil, arugula, and Green Goddess dressing with a garlic aioli drizzle.
* Spicy Steak Asiago Bagel Stack: Marinated steak, provolone cheese, a creamy salsa verde spread, arugula, red onions, and zesty sweet peppers.

The bakery-focused refresh also includes new Asiago Croissant Twists, further cementing the brand's commitment to expanding its savory pastry selection. These new items, from the bagels to the croissants, signal that Panera is betting its future on the very foundation that first made it a household name.