PANERA BREAD CO. Richmond Heights, Missouri Hey, Burgers: You Wanna Fight About It?(THE NEW AMERICA)

Byline: ADELIA CELLINI LINECKER

For years, food experts have predicted the demise of the burger. It hasn't happened yet, and it probably won't soon.

Still, some observers say the old favorite might be in for a run for its money. Food industry tracker Technomic Inc. says sandwiches are gaining ground on traditional fast-food burgers.

We're not talking about any old sandwiches here, but the upscale versions you find at bakery cafes such as Panera Bread Co.

"They're really different from the mainly fast-food lunches," said Bryan Elliott, a Raymond James analyst. "(Panera's) product quality and the look and feel of its stores are different from Subway and Blimpy type sandwich shops in that (Panera) has more variety in its menu and it sells specialty bread items."

Panera owns, operates or franchises stores in 29 states. Most are located in suburban shopping malls and offer a variety of freshly baked sourdough and European breads and other baked goods. The menu includes salads, soups, sandwiches and premium coffee.

Sandwiches are fast becoming the lunch of choice for busy executives, experts say. Sandwich sales since 1996 have grown 9% a year -- more than double the rate for fast-food hamburger chains.