Panera Bread Taps Former Kraft Heinz CMO as Chief Brand and Concept Officer

Following 6 years at the CPG giant, Eduardo Luz was most recently CEO of 8Greens

The Panera Bread logo next to a photo of Eduardo Luz
Eduardo Luz spoke to attendees at Challenger Brands New York Summit last year about Kraft Heinz's marketing strategy. Panera Bread, Sean T. Smith for Adweek

Panera Bread has hired Eduardo Luz, former U.S. chief marketing officer for Kraft Heinz, as the restaurant chain’s new global brand and concept officer, effective Tuesday.

Luz left Kraft Heinz last May, and joined health supplement brand 8Greens as chief executive in July 2019. But less than a year after joining the brand, Luz has moved on to another new industry segment: fast-casual dining.

“Eduardo is a highly experienced and creative business leader with a proven track record of success with building global brands,” said Niren Chaudhary, Panera CEO. “We look forward to his innovative and action-oriented brand leadership that will help us take Panera into the future.”

Luz is working directly under Chaudhary, and overseeing the brand’s marketing, digital, insights/analytics and culinary teams. Panera CMO Chris Hollander and chief digital officer George Hanson are reporting to Luz.

During his six years at Kraft Heinz, Luz ran the company’s grocery business, overseeing the removal of all artificial flavors and dyes from some of the brand’s classic, well-loved products like Kraft Mac & Cheese.

Calling himself a “long-time admirer of the Panera brand,” Luz said he looks forward to leveraging the brand’s “amazing legacy to take it to new highs.”

“It’s a huge positive force for the food industry,” he said, “from its mission to its leadership in clean food and commitment to making great food accessible to all.”

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.