Panera introduced the Croissant Toast Sandwiches earlier this month, featuring a new type of bread made from croissant dough. The sandwiches come in two varieties: Croque Monsieur and a “Fromage Toast.” 

“Croissant-shaped accessories have taken center stage on the runway this year, and we ask ourselves – what if there was a version that was both fun and functional, designed to keep your next meal warm while you’re on the go? The launch of our delicious, new croissant bread innovations felt like the perfect opportunity to lean into the trend and drop a new take on ‘carb couture,’” said Mark Shambura, chief marketing officer at Panera Bread. 

Panera launched a similar promo in 2023 with the introduction of its “BAGuette,” a foot-long purse in the company’s distinctive green color, featuring an embossed pattern and a magnetic closure. The BAGuette was timed to the launch of the company’s Toasted Baguette sandwiches. 

Panera will be promoting the Croissant Clutch through public relations, influencer partnerships and social.

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The launch of the limited-edition energy boosters is based in part on research that about one-quarter of millennial and Gen Z consumers bring their own hot sauce to restaurants, according to the companies. In keeping with that trend, and 5-Hour Energy’s distinct packaging, both the energy shot and the salsa are packaged in 2-fluid-ounce bottles, easy for on-the-go use. 

“This portable sauce brings the vibrant, spice-filled flavors of Cinco de Mayo to life, no matter how or where you’re celebrating,” stated Kevin Flaherty, CMO of Taco John’s. “This sauce isn’t just about heat — it’s about capturing the adventurous spirit of our fans and delivering a fresh culinary experience that brings everyone together.”

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In the first new spot, Zahut pulls up to a pickup basketball game to incredulous looks from the players until he rips off his breakaway pants to show off a pair of cutoffs and, according to a voiceover, “his A-game.” The remainder of the spot depicts Zahut joining the game, passing both pizzas in delivery boxes and alley-oop setups with equal amounts of flair. When the game is over, the players ask for the character’s name, to which he replies, “Peter Zahut, but you can call me Pete.”

The campaign is intended to reintroduce the Cheesy Bites Pizza, which features 28 pull-apart cheese-filled bites in place of a traditional crust. To go along with those bites, the brand is also introducing what it is calling a “Ranch Lover’s Flight,” a trio of ranch-flavored dipping sauces (Chipotle Ranch, Ultimate Ranch and Pepperoni Ranch) as a limited-time menu item. 

“This campaign is about more than just shining a spotlight on our great pizza; it’s about spotlighting the good times and big and small moments of joy that come with adding pizza to any occasion,” said Melissa Friebe, chief marketing officer at Pizza Hut, in a statement shared with Brand Innovators. “Just like our campaign, our latest culinary innovations are equally as fun. As we launch Cheesy Bites Pizza and the Ranch Lover’s Flight, it’s more than great pizza and dip. It’s about letting basketball and pizza fans dip, dunk and have fun with our iconic Original Stuffed Crust and bold flavors.”

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“This commercial tells a story that resonates with anyone who’s ever spent time on the road, especially touring musicians, overnight shift workers, first responders, and night owls,” said Scott Hudler, CMO of Whataburger. “For 75 years, our restaurants have been a comforting stop for folks craving something familiar, whether that’s after a stadium show or just a long day’s drive. Lainey’s authentic connection to our brand makes her the perfect person to bring this story to life.”

The 30-second commercial depicts Wilson and her band going about their tour activities: playing shows, interacting with fans and spending a lot of time on their tour bus. In a voiceover, Wilson explains that there are a lot of late nights on the road and a lot of early mornings. Through the commercial’s dialogue and action, Wilson shows how she gets hungry at odd times. (At one point, she says she’s “so hungry she could eat the tires off this bus.”) When the Whataburger app alerts her to a nearby stop and a deal on honey-butter biscuits, Wilson instructs the bus to stop immediately. The commercial ends with a graphic exhorting viewers to “Tell ‘em Lainey sent ya.”

The spot will air across Whataburger’s 16-state footprint. 

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The new Saucy concept is a bid to win over younger palettes, who have shown a taste for chicken tenders and experimental flavors. With flavors running the gamut from Chimichurri Ranch, Peri Peri Ranch, Jalapeno Pesto Ranch and Smoky Bacon Ranch to Thai Sweet N’ Spicy, Sweet N Saucy BBG, Spicy Mango Chutney and Sweet Teriyaki, the restaurant claims customers could mix and match to make more than 4,000 flavor combinations.

The concept is also jumping on a hot Gen-Z trend of mixed-flavor beverages, including Passion Fruit/Orange/Guava Refresher, Hot Honey Watermelon Refresher, and a Peach/Mango Lemonade and Freeze.

The focus on sauces also presents the opportunity to make quick menu changes and updates as palettes change, noted KFC Chief New Concept Officer Christophe Poirier.

“Being sauce-focused allows us to be as creative as we want. Saucy is debuting with these 11 sauces, but we envision limited-edition sauces, trend-inspired sauces and sauces created in response to changing taste buds,” he said in a statement. “Tell us what you want to see next! When you’ve already mastered great chicken, the sauce gets to be the fun part.”

In addition to the new menu and customer-facing highlights such as kiosk ordering and live entertainment, the restaurant will also feature technology that will create more efficient back-of-house operations for the store. A  “digital twin” of the restaurant will take the shop’s real-world data and run simulations to create algorithms to inform more efficient business operations. 

KFC, part of Yum Brands, chose Orlando as the first location for the concept because it has a diverse demographic that fit the concept’s appeal. The company promised more “soon.”

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“Domino’s promised we’d bring back Emergency Pizza in more fun and unexpected ways than ever before, so we’re here to continue delivering on that promise,” said Kate Trumbull, Domino’s executive vice president and chief marketing officer, in a statement. “We’re launching this Emergency Pizza partnership because having your fantasy team ruined due to an injury calls for free pizza – $1 million worth of free Emergency Pizzas, to be exact!”

For fans to get their hands on the Stefon Diggs Emergency Pizzas, they will have to follow a certain procedure to claim their prizes. First, they have to enroll in the company’s loyalty program Domino’s Rewards, so they can be registered for the Emergency Pizza program. Then they will be instructed to complete a form and upload a picture or screenshot, proving they had Diggs on their fantasy football team before his injury. Winners will then be randomly chosen. 

Domino’s recently launched an Emergency Pizzas promotion timed to the release of the second season of Squid Game, which will drop later this month. In that promo, the company created two commercials, which will run on Netflix’s ad-supported platforms and linear television, that suggested ordering an Emergency Pizza at a crucial time is a way to stay ahead in the deadly games. The tie-in also included a promotion at Squid Game: The Experience in New York City that rewarded the lowest-scoring players on one of the days free Emergency Pizzas for a year. 

Other Emergency Pizza brand partnerships include sponsoring a “Red vs. Blue” match on The Glitch, a world within Fortnite for game-streaming collaborations, where players could collect an Emergency Pizza to restore their health. Domino’s also partnered with cosmetics brand Olive & June to provide a limited-edition manicure kit (with red and blue nail polishes and pizza topping nail stickers).

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In the new campaign, the socialites-turned-reality-stars are depicted ordering their new drinks at a Sonic Drive-In and quickly realize the new drinks need names. They toss a few possibilities back and forth – “Cherry Glamonade,” “Tall Glass of Yes,” “Celestial Berry Bliss,” and “Beverly Chills” are a few possibilities – before deciding that their own names are iconic enough. The spot ends with Hildon declaring that, “They should totally rehire us,” and the duo singing a version of their theme song “Sanasa,” but changing it to “Sonic-sa.”

The two new drinks, which will be available for a limited time, are inspired by “dirty soda” trend that has taken hold of the country over the past few years. “The Nicole” features Dr. Pepper, sweet cream, vanilla flavor, strawberries and whipped topping. “The Paris” is Sprite mixed with dragon fruit flavor, real lemon and lime, whipped topping and Nerds candy. 

“We’re beyond excited to team up with Paris and Nicole to offer a truly fun and memorable beverage experience,” said Ryan Dickerson, chief marketing officer of SONIC, in a statement. “They’ve been a part of pop culture history, and SONIC history, for so long, and they are legit SONIC fans, so it was a no brainer to partner with them to bring these iconic drinks and campaign to life.”

The campaign will air across multiple platforms, including streaming, social media and digital channels.

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“Personalization and customization are no longer nice to have tactics,” says Tariq Hassan, chief marketing & customer experience officer at McDonald’s USA. “It’s required to build deeper relationships in ways that reflects an understanding and connection with our fans, as humans who participate in a wide range of culture and subcultures, it is critical to have the right ‘know me’ data about the customer and strategy to guide how we activate on that data to create value for our fans and our businesses.”

Thomas Prather, chief marketing officer at Smashburger says that suggestive selling in apps, as well as offering personalized order suggestions based on past purchases will be more common. “Personalization might sound a little bit creepy but when creepy flips over to being helpful you’re locked in,” he says. “If we can help a family figure out what they’re doing for dinner faster and easier in the way that it seems seamless for them and reward them so they can have a discount in the future, that convenience play will be super important.” 

As inflation continues to linger consumers are seeking value when they eat out. “Now more than ever, value and affordability continue to be critical for all customers across all categories,” adds Hassan. “We’ve always been known for providing our fans with consistent, everyday affordability and they count us to continue to be there for them. We’re continuing to innovate how McDonald’s will continue to bring them a reliable way to find the great food and value they’ve come to love.  Every day.”

For fast casual restaurants, value will also remain important, as will experience and convenience.

“In 2025, guests will continue to seek out craveable food at an affordable price when and where they want it. It’s no longer a one size fits all business model,” said Patty Trevino, chief brand officer at Denny’s.

“They are looking for restaurants who engage with them, remember them with technology and provide convenience,” she continues. “Our 24/7 restaurants and virtual brands hit that convenience mark. Or conversely, some guests will want a welcoming experience and place to gather with friends and family over a conversation and endless cups of coffee. As America’s diner, we need to be ready to continue to innovate our menu and the guest experiences to meet them where and how they want to dine.”

Zahra Nurani, vice president of marketing communications at Burger King, also sees the importance in guest experiences. “As we look forward to 2025, I believe brands must make a more intentional shift from a guest-centric to a guest-embedded approach,” says Nurani.

“This means moving beyond merely listening to our customers to actively living in their world and evolving alongside them,” adds Nurani. “The key will be to reimagine the familiar through co-creation, infusing innovation, promotions, communications, and the overall experience with a fresh perspective. By celebrating the authenticity of the everyday individual, we recognize the immense power of their endorsement. In an era where authenticity drives trust and loyalty, this approach surpasses traditional marketing strategies.”

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“The taste and smell of our secret blend of 11 herbs and spices may be iconic, but who knew the sound of that delicious chicken frying could help you fall asleep?” said Catherine Tan-Gillespie, KFC’s U.S. CMO, in a statement. “Now, in addition to enjoying the taste of our new KFC Original Recipe Tenders, people can drift off to sleep thanks to the soothing sound of frying.”

Beyond the actual “Kentucky Fried Chicken Rain” sounds, the two brands have also developed humorous behind-the-scenes content documenting Hatch’s visit and recording session at the KFC test kitchen, which will be distributed across the brands’ social channels. They have also developed co-branded products, including a “Hatch x KFC” sleep shirt, which is available for purchase at KFC’s online store. Members of  KFC’s loyal program will also be offered a discount on purchasing a Hatch Restore 2 device. 

KFC recently introduced a new chicken tenders offering via a marketing campaign that depicted a medieval war among fast-food chicken purveyors. In the campaign, a Scottish-accented knight on horseback praises his troops for fighting valiantly in the “chicken sandwich wars” before launching the “chicken tender battlle.”

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From Supermoon-inspired donuts to Valentine’s Day promotions, Krispy Kreme has long relied on limited-edition seasonal products and promotions that drive in-store traffic. This Election Day promotion follows this same playbook.

By giving away one free donut to all voters, the brand will participate in trending conversations around the election in a non-partisan manner and drive in-store traffic. By increasing foot traffic, the donut chain will likely drive additional sales of donuts and coffee. “Participating in our democracy should be celebrated! So, we’re happy to sweeten everyone’s day with free Original Glazed doughnuts on Election Day,” said Dave Skena, global chief brand officer for Krispy Kreme, in a statement.

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