New Panera Technology Allows Consumers To ‘Play With Their Food’

Mobile technology is becoming a paramount feature in most aspects of consumers’ daily lives; even when it comes to their food. Augmented reality (AR), or technology that mimics the real world—usually through mobile phones—is increasingly becoming one of those technologies.

According to Nation’s Restaurant News (NRN), Panera has partnered with Composite, a mobile ad platform powered by digital agency GLOW, in its first foray into the augmented reality space. Panera has launched an AR-enhanced ad unit that will run on Bleacher Report, which allows users to virtually place a Panera breakfast wrap in front of them, according to NRN. The virtual experience also allows users to browse the nutrition facts and ingredients in the wrap, and share their experience via social media. 

“We think there is huge upside for brands willing to challenge the status quo with display advertising,” Mike Molnar, managing partner at GLOW, said to NRN. “That’s what inspired us to create an ad platform that brings the best of social sharing and AR creativity to traditional banner ads. We think it’s an exciting and necessary breakthrough for the industry.”

Consumers will be able to choose which app they want to open the AR ad via either Facebook, Instagram, Snapchat or just their phone’s camera. 

However, the AR technology only allows users to interact with one menu item—the Mediterranean Egg White Breakfast Wrap—which Panera claims is meant to highlight the company’s nutrition-focused goals of its new upgraded and healthier breakfast menu. 

Scott Nelson, Vice President of Marketing at Panera, commented: “This isn’t a flex of technology for technology’s sake. It’s important to note here that we are using technology to advance transparency in our menu and provide a better customer experience.”

Given the breakfast war that is currently going on between Dunkin’, McDonalds, Wendy’s and more, this AR ‘game’ from Panera may just play out well. 

Read the full NRN article here.