Panera on Tuesday announced that starting this week its beverage cups will list calorie and added sugar information for customers, according to Business Insider.
Business Insider reported that the change will likely cut into the restaurant chain’s short term profit margins.
“We believe in two things – real choices and real transparency,” Panera CEO Ron Shaich said.
“The only people who know what grams are are drug dealers and Walter White,” he added of Panera listing added sugar by teaspoons rather than grams.
The cups reportedly coincide with the national rollout of Panera’s line of lower-sugar drinks which launched earlier in 2017.
Ninety-nine percent of Americans are unaware of the amount of sugar in soft drinks, according to a survey Panera commissioned.
Shaich said Panera’s mission to educate them, adding that the chain’s doubling down on health eating trends is the right long-term strategy.
Panera has a financial incentive to sell as many soft drinks as possible due to the large profit margins soda has for chains making it.
A large coke from McDonald’s costs 12 cents to produce, according to “Fast Food Nation,” but it costs customers $1.49, or a 1,200 percent profit margin.
Shaich said Panera’s new craft beverage line is costlier to create, meaning that it is not providing the same returns.
The CEO added his company remains focused on long-term strategies rather than “short-term stupid” ones instead.
Panera added its lower-sugar beverages in March, and has since seen an 8 percent growth in the product.
The new cup designs may push that percentage higher, however, as customers realize the amount of sugar in their drinks.
The fresh containers will show, for example, that a 20 oz. soft drink contains 17 teaspoons of sugar.