DINERS TAP THEIR INNER CHILD AS RESTAURANTS DIVE INTO DIPPING
THE POPULARITY OF DIPS ON MENUS AND SOCIAL MEDIA IS PUSHING OPERATORS TO TAKE THE TREND IN NEW DIRECTIONS. NO FORKS REQUIRED.
P airing soup and a sandwich is a popular order at Panera Bread, and many guests enjoy the combo by dipping the sandwich in the soup. This fall, the St. Louis, Missouri-based fast casual officially endorsed the practice with the launch of Ciabatta Dippers, the first time the chain offered a sandwich specifically crafted to be dipped. “It was actually inspired by our guests’ own behaviors,” said Mark Shambura, Panera’s CMO. “Though the broader trend of dipping has gained a lot of popularity in recent years, we have seen how much our guests love to dip sandwiches into our soup for a long time, especially on social media. We knew we had the right ingredients on our menu to craft something deliciously dippable.” Indeed, TikTok and Instagram are exploding with dipping videos. It seemed to start with the birria craze a few years back, with creators dipping everything from tacos to waffles and ravioli in meaty consommé. Restaurants followed, with El Pollo Loco’s birria one of its most successful product launches of 2022. It’s no big surprise that dipping is having its moment on social media and restaurant menus. Dipping taps into everyone’s inner child—it’s tactile, interactive, engaging and fun. Plus sauces and dips are a surefire way to differentiate and innovate the menu without adding much complexity.
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JANUARY 2025 RESTAURANT BUSINESS
PHOTO COURTESY: PANERA
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