With more than 700 units, Einstein is the largest of the four bagel brands in the family. | Photo courtesy of Einstein Bros.
The bagel brands within Panera Brands are consolidating, at least in one market.
Einstein Bros. Bagels, a more-than-700-unit chain within the group that also includes Bruegger’s Bagels, Manhattan Bagel and Noah’s NY Bagels, is rolling out a new store design it has dubbed “Elevate the Morning.”
The design is meant to create an atmosphere that’s more “premium fast-casual breakfast spot,” according to a press release, with enhanced in-store dining, as well as the convenience of online ordering.
A rendering of the new Einstein Bros. prototype. | Rendering courtesy of Einstein Bros.
The move comes as Einstein plots aggressive growth. The chain plans to open more than 100 new bakeries in both existing and near markets this year through 2026. The new markets include Ohio, Utah, Georgia and Nevada.
The process will begin in Cincinnati, which will serve as an innovation hub. There, an existing Einstein unit will be remodeled. In addition, five locations of sister brand Bruegger’s will be converted to Einstein, featuring the new design. A sixth Bruegger’s unit there is scheduled to be closed next year, the company said.
Bruegger’s loyalty members will be able to convert their reward points to Einstein, and, in fact, will get a 500-point bonus.
Does this mean the company is looking to rebrand Bruegger’s units elsewhere?
The company in an email said there are no plans to retire the Bruegger’s brand more broadly.
“The brand remains an important part of our family of brands,” the company said. “While some locations are being converted to Einstein Bros. Bagels, Bruegger’s will continue operating in select markets where it has strong community roots.”
The company said the other bagel brands would also remain where they have strong ties to respective markets. “We are not making a blanket shift to Einstein Bros only,” the company said. “We’re continuing to assess opportunities market by market.”
Einstein, Bruegger’s and the other bagel brands are all sister brands to Panera Bread and Caribou Coffee under the Panera Brands group. All are owned by Europe-based conglomerate JAB Holding.
Last year, there were reports that JAB was exploring a sale of Caribou and the bagel brands in a deal that at the time would have been valued at about $1.5 billion.
All four bagel brands grew sales last year, though Bruegger’s decreased slightly in unit count.
Einstein ended 2024 with $649 million in sales, which was up more than 11% year-over-year, with 689 units, a 2% increase, according to Technomic data.
The new Einstein Bros. prototype’s interior is designed to be more elevated. | Rendering courtesy of Einstein Bros.
The much-smaller Bruegger’s, meanwhile, had sales of $180 million (up 3%) with 179 units, a nearly 2% decrease compared with the prior year.
Manhattan Bagel had 68 units last year, which remained flat, and sales of nearly $52 million, a 9% increase.
And Noah’s is the smallest of the four, with 56 units last year, though sales exceeded Manhattan Bagel. Noah’s sales were up nearly 12% last year to nearly $90 million, according to Technomic.
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