Panera Strives for Ordering Perfection

The fast-casual chain wants to eliminate botched orders through technology.

February 12, 2016

NEW YORK CITY – In this age of customization, consumers often make changes to menu items on the fly, and woe to the retailer who messes up their order. Panera is working hard to change that with new technology, the Associated Press reports.

Stores have been transformed into places with touchscreen kiosks so customers can place their order directly, as well as offering online and mobile ordering. By eliminating the middle man, the fast-casual bakery chain hopes to lower the incidents of mistaken orders.

So far all signs point to success, with sales on the rise at company-owned restaurants. Panera credits the increased use of technology for ordering—and placing that responsibility into the hands of its customers—as a top reason for the sales growth. One change has the registers listing all the ingredients separately in an item, thus giving the customer or employee the opportunity to strike out which ones they don’t want. Cashiers are trained to relay an order with any substitutions or changes as a quality control check.

Blaine Hurst, chief transformation and growth officer for Panera, said that “by decreasing the error rate, you actually increase the speed of the line.” But that doesn’t mean mistakes won’t be made. When that happens, employees are instructed to remake the wrong item from scratch. 

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