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Bicycle sales skyrocketed in 2020 as consumers pedaled their way through lockdown, while some quick-service restaurants did brisk business over the past year by offering consumers moderately priced meals they didn’t have to cook for themselves.
Why not mash up those two cultural trends for a somewhat wacky—but real—product giveaway? It’s not an April Fools’ prank—it’s a Panera Bread Bowl Bike.
For the Earth Day stunt, the chain has custom-created an analog mode of transportation that will help winners get from place to place in an eco-friendly way while reminding them of the brand’s signature carbohydrate.
The contest is meant to address, but not actually solve, the bicycle shortage that came from the pandemic-related spike in demand.