ST. LOUIS—Panera Bread has a new offer for its MyPanera loyalty members: a new monthly coffee subscription plan. For $8.99 a month, users can get unlimited hot or iced coffee at any Panera store, USA Today reports. The subscription allows participants to redeem the cup of hot or iced coffee or tea once every two hours, and it includes free refills of the same drink.
“There are no if’s and but’s–this is truly unlimited access to coffee for a monthly subscription of $8.99,” said Niren Chaudhary, CEO of Panera. The offer applies to any cup size and any time of the day. Registration started yesterday on the Panera app and website, and today, stores will start accepting in-person signups. “We are challenging the status quo because we believe everyone deserves a full cup, literally and figuratively,” Chaudhary said.
“This is a new way to add value for loyalty members and really help subscribe long-term loyalty,” added Sara Burnett, Panera vice president of wellness and food policy. The chain piloted the program at 150 stores in four markets over three months. The subscription service drove a 200% bump in frequency of visits and a 70% jump in customers purchasing food with coffee. The test also registered a 90% to 95% renewal rate for subscription members.
Last year, Burger King tried a coffee subscription service that cost $5 a month for one small, hot coffee per day. The burger chain dropped the service a few months later.