American diners are used to nibbling on a roll or a piece of bread as they peruse the menu in a full-service restaurant. In fact, many have grown to expect that free basket. Some casual-dining chains have turned that expectation into a craving: The Cheesecake Factory’s brown bread—known internally as wheat bread—is so popular with diners, the company is now selling it at retail. And many patrons of Red Lobster satisfy their passion for the chain’s Cheddar Bay Biscuits by making them at home from a packaged mix.
Some fine-dining concepts are taking consumers’ bread obsessions to the next level and profiting from it. Instead of serving bread gratis, operators are offering chef-crafted rolls and loaves on the appetizer list—and charging $5 or more for them. Here’s how five restaurants are building incremental sales with signature bread items.