Panera Bread is expanding its effort to appeal to all palates, introducing a new line of a flatbread pizzas that are coming fresh from the oven starting Wednesday.

Panera announced its new head chef Claes Petersson was busy in the kitchen mixing up a new product line drawn from “expertly crafted” and “clean ingredients. “

“With the launch of flatbread pizza, we are looking to redefine the expectation of pizza and carve out a niche for Panera in the pizza category,” he said in a statement.

Looking to take a slice out of the competitor’s business, Panera is unrolling the new line with a starting price of $7.99. Early options for toppings include Cheese, Margherita, and Chipotle Chicken & Bacon.

It’s the second time in as many months that Panera Bread has courted its customer base with new goodies. Last month, it rolled out an offer to pay the Wi-Fi bills for its customers if they signed up for its coffee subscription plan. Subscribers to the plan are allowed any size and flavor they’d like once every two hours with unlimited refills for $8.99 a month.

Panera’s top brass said customers have been asking for a slice of a big pizza pie for years, so this should help grow their off-premise customer base as the pandemic keeps more people at home.

The company said it’s been able to double its delivery business this year, with more than 50% of its sales coming from off site.

Panera Bread
Outside of a Panera Bread restaurant in Chicago. Reuters
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