Panera Bread launched a head-turning new accessory that sold out almost immediately: a derby hat inspired by their iconic bread bowl. But is this merch a fashion must-have or a recipe for a style disaster?
Panera launched a hat that looks like a literal loaf of bread - not kidding. The "Bread Head" hat is a limited-edition fascinator designed for the Kentucky Derby. It features a 3D-printed replica of their bread bowl perched atop a flurry of feathers, with a golden spoon sticking out the side. We get this is a stunt based around the Kentucky Derby tradition of wearing elaborate head-gear but, like, seriously? A bread hat? Well, haters be damned because the thing sold out lickety-split.
While Panera describes it as the perfect way to "serve up all the looks and compliments" for the Deby this year, some reviewers aren't sold. Eater, a popular food website, said it "kind of looks like a bird tried to make a nest out of stale leftovers." Despite the mixed reviews, the $21 hat sold out on launch day! Those who missed out can sign up for email notifications in case Panera releases more. This isn't Panera's first foray into food-themed fashion. Last year, they launched a BAGuette purse inspired by their French bread.
The hat even comes with a perk: a $100 Panera gift card if you purchase it, along with nine new menu items and twelve menu upgrades. The updated menu includes new sandwiches, salads, and bacon mac & cheese pasta.
So, our jury's out on whether we'd sport this yeasty chapeau but we do love a good internet kerfuffle so we'll be keeping an eye on which way the wind blows on this unique merch launch.