Panera hires Eduardo Luz as chief brand and concept officer

Luz, a former Kraft Heinz executive, will oversee marketing, culinary, digital, and strategy/insights for the fast-casual chain.
Eduardo Luz
Headshot courtesy of Panera

Panera Bread has hired Eduardo Luz, a former Kraft Heinz executive, as its chief brand and concept officer, the fast-casual chain confirmed Wednesday.

Luz worked for The Kraft Heinz Co. from 2013 until last year, serving in a number of executive roles, including as global brand officer and CMO for the U.S., according to his LinkedIn page.

Most recently, Luz was CEO of nutritional supplement company 8Greens.

At Panera, Luz is overseeing marketing, culinary, digital, and strategy/insights, according to a spokesman.

“I have been a long-time admirer of the Panera brand,” Luz said in a statement. “It’s a huge positive force for the food industry, from its mission to its leadership in clean food and commitment to making great food accessible to all.”

Panera CEO Niren Chaudhary praised Luz’s “proven track record of success with building global brands.”

“We look forward to his innovative and action-oriented brand leadership that will help us take Panera into the future,” Chaudhary said in a statement.


Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content


In California, jobs are up, but traffic is down

The Bottom Line: Limited-service restaurants have not cut jobs in California, despite the $20 fast-food wage. But that doesn't mean it hasn't had an impact.


First-party catering emerges as a new frontier for restaurant tech

Tech Check: As catering booms, more tech companies are offering restaurants the tools to do it themselves.


Applebee's upgrades chicken sandwiches with new techniques and flavors

Behind the Menu: VP of Culinary Shannon Johnson introduced hand breading, a larger chicken breast and craveable flavor profiles to elevate the platform.


More from our partners