Released on: May 5, 2008, 9:04 am

Press Release Author: BBG&G Advertising and Public Relations

Industry: Food & Beverage

Press Release Summary: Forks down, Americans say they will opt for a good, hot
breakfast over 15 extra minutes of sleep and, when it comes to what to eat,
consumers' taste buds don't cut corners. According to a new survey conducted by
Braun Research for Panera Bread, three quarters of respondents will cut their
shut-eye short for a good breakfast. An equal percentage of consumers say freshness
and quality ingredients are essential components of a good morning meal.

Helping to satisfy America's breakfast needs, Panera Bread is introducing the
antithesis to the microwaved, processed breakfast sandwich. Panera's fresher
sandwich alternative is for those who know you have to break a few eggs to make a
great breakfast sandwich.

Press Release Body: Forks down, Americans say they will opt for a good, hot
breakfast over 15 extra minutes of sleep and, when it comes to what to eat,
consumers' taste buds don't cut corners. According to a new survey conducted by
Braun Research for Panera Bread, three quarters of respondents will cut their
shut-eye short for a good breakfast. An equal percentage of consumers say freshness
and quality ingredients are essential components of a good morning meal.

Helping to satisfy America's breakfast needs, Panera Bread is introducing the
antithesis to the microwaved, processed breakfast sandwich. Panera's fresher
sandwich alternative is for those who know you have to break a few eggs to make a
great breakfast sandwich. "At Panera Bread we believe customers deserve a breakfast
that is made by bakers, not microwaves - so we've developed a hand-crafted,
made-to-order grilled breakfast sandwich that literally breaks the mold," said
Panera Bread CEO and chairman Ron Shaich. "Our survey showed that 82 percent of
consumers would prefer freshly-cooked eggs in their breakfast sandwiches and Panera
is happy to oblige."

The survey offers a peek into Americans' breakfast habits, opinions and preferences:

America is a country of early birds who rely on breakfast to start the day right
∑ Nearly half of Americans classify themselves as "early birds" (46%) rather
than night owls (24%). Over three-quarters of Americans are awake by 7AM. Over 80%
of Americans are ready and out the door in an hour or less.
∑ Fueling this "early bird" lifestyle, the majority (61%) of Americans eat
breakfast everyday.
∑ Paying attention to mom's claim that breakfast is the "most important meal
of the day," Americans confirm that a good breakfast does tip the scales in the
right direction, boosting energy (56%), mood (44%), and productivity (40%).
∑ For a third of Americans starting with a good breakfast can even help curb
snacking (36%) and makes them nicer to others: colleagues (29%) or a
spouse/significant other (29%).


- more -
Page two - Survey

A good breakfast is worth losing sleep over and helps us face the day
∑ Breakfast is an integral part of Americans' daily routine - so much so that
three-quarters of respondents say they would opt for a good breakfast over 15
minutes of extra sleep.
∑ When Americans know their day will be tough, they look to a hot breakfast to
help them face the morning - omelets (25%), breakfast sandwiches (23%), and pancakes
(23%) are their fuel of choice.
∑ Americans also fess up that Mondays are when they crave a hot breakfast the
most - coming back from weekends requires a good morning meal to remedy the Monday
blues.
∑ Most would actually choose to have breakfast by themselves (37%) rather than
with a local sports star (19%), a TV morning anchor (14%), or their mayor (6%).

Americans want fresh breakfast options with quality ingredients -- and most can tell
the difference
∑ Three quarters (75%) of Americans eat out or purchase breakfast on occasion,
while a third (32%) does so at least once a week.
∑ Nearly half (43%) of Americans say they aren't generally pleased with the
taste and quality of available breakfast sandwiches.
∑ When Americans eat out they do not want overly processed ingredients in
their breakfast sandwiches (36%), and say they are turned off by breakfast
sandwiches with eggs that are reminiscent of a sponge (36%) and bread that can be
hard or stale (36%).
∑ Most people prefer a fresh cooked egg in their breakfast sandwich (82%) and
can tell if it's not (75%). Nearly everyone (90%) prefers that their breakfast
sandwich be made fresh over frozen.
One thing is for sure - Americans say they want a good breakfast and not just any
old breakfast offering will suffice. Starting April 2008, Panera Bread will be
offering grilled breakfast sandwiches at participating bakery-cafes nationwide. The
antidote to the microwaved, processed breakfast sandwich, Panera's new line of
breakfast sandwiches are made fresh daily with exceptional quality ingredients - a
combination of an all-natural egg, Vermont white cheddar cheese, Applewood-smoked
bacon, or all-natural sausage, grilled between two slices of fresh-baked Ciabatta.

About Panera Bread
Panera Bread owns and franchises 1,167 bakery-cafes under the Panera Bread® and
Saint Louis Bread Co.® names as of December 25, 2007. With its identity rooted in
handcrafted, fresh-baked, artisan bread, Panera Bread is committed to providing
great tasting, quality food that people can trust. Highlighted by antibiotic free
chicken, whole grain bread, select organic and all-natural ingredients and a menu
with 0 grams added trans fat, Panera\'s bakery-cafe selection offers flavorful,
wholesome offerings. The menu includes a wide variety of year-round favorites,
complemented by new items introduced seasonally with the goal of creating new
standards in everyday food choices. In neighborhoods across the country, guests are
enjoying Panera\'s warm and welcoming environment featuring comfortable gathering
areas, relaxing decor, and free internet access provided through a managed WiFi
network. At the close of each day, Panera Bread bakery-cafes donate bread and baked
goods to community organizations in need. Additional information is available on the
Company's website, http://www.panerabread.com.

About this survey
The data is based on a survey conducted on behalf of Panera Bread by Braun Research
from February 19-27, 2008 by phone by sampling Americans who eat breakfast. The
sample included 500 nationally representative Americans. The margin of error for
the national audience is +/-4%


Web Site: http://www.panerabread.com

Contact Details: Peggy Brunetti
BBG&G Advertising & Public Relations
633 Route 211 E.
Middletown, NY 10941
(845)695-1880
(845)695-1996 (fax)
peggyb@bbggadv.com