Panera's eye-catching bread bowl-inspired hat sells out on day of launch
Panera says the hat is the perfect accessory for the upcoming Kentucky Derby. Others question the look, with Eater describing it as looking like 'a bird tried to make a nest out of stale leftovers'
Anthony Robledo
Panera has made its signature bread bowl into a fashion statement. And not a quiet one.
The bakery company launched a limited-edition "Bread Head" hat on Monday. The horse-racing and fascinator-style cap combines a 3D-printed bread bowl replica with vibrant ostrich feathers, complete with and a gold spoon sticking out.
As Eater wrote, the hat "kind of looks like a bird tried to make a nest out of stale leftovers."
The hats were priced at $21 a piece at ThePaneraShop.com but sold out as of Monday afternoon. Those who still want to buy their own can request to be notified via email if there are more.
Panera bread bowl hats designed by A-Morir Studio
A-Morir Studio, who designed pieces for stars like Lady Gaga and Jennifer Lopez, created the product to complete outfits for "horse races or spring outdoor parties," Panera said in a news release.
The fashion statement will allow those who wear it to "serve up all the looks and compliments" at the upcoming Kentucky Derby Day May 4, the company said.
This is not the first time the chain has dabbled in cuisine-themed accessories. Last year the company released a BAGuette 12-inch green purse also inspired by their French loaf.
Hats comes with $100 Panera gift card
If the eccentric hat was not enticing enough, the chain offered a $100 Panera gift card for those willing to try nine new menu items and 12 menu upgrades.
In February, the company added four new sandwiches, four salads and bacon mac & cheese pasta to its menu. Among the new items were the Toasted Italiano sandwich, which comes with ham, soppressata, provolone, lettuce, red onion, sliced pepperoncini peppers, garlic aioli and Greek dressing.
Previously existing items like the Bravo Club Sandwich and Chipotle Chicken Avocado Melt received enhanced recipes as part of "Panera's New Era."
Controversial lemonade to remain on the menu
Panera's menu update did not make any changes to drinks, like its caffeinated lemonade chargers, which have been suspected of causing serious physical harm and death to some customers.
The chain, which is at the center of multiple lawsuits over the lemonade, has said in statements to USA TODAY that the company offers deep sympathy over several reported deaths but that it stands by the safety of its products.