ST. LOUIS—Panera Bread is launching an online merchandise storefront called The Panera Shop with items inspired by Panera menu items. The launch is part of the fast casual’s second MyPanera Week, which runs May 1 through May 7.
The Panera Shop is live as of May 1, but it’s only open to MyPanera loyalty members through May 7. Merch items include sweatshirts and sweatpants, baby onesies and more. All of the net profit from sales during MyPanera Week will be donated to the Panera Bread Foundation.
“MyPanera Week is back, and we couldn’t be more excited to bring our guests more perks inspired by their Panera faves—from BOGO deals on our signature menu items to early access to our newly launched merch,” said Eduardo Luz, chief brand and concept officer, Panera Bread. “MyPanera has always been focused on delivering personalized experiences and disruptive value to our guests, and we look forward to rewarding and celebrating our loyal members all MyPanera week long.”
MyPanera week will feature deals for loyalty members, including $0 delivery fees, $2.50 off soups and macs, BOGO deals and a $99 annual membership deal for Panera’s Unlimited Sip Club. The fast casual is also running a sweepstakes for free Panera for the rest of the year, as well as gift cards and free Unlimited Sip Club membership.
Last fall, Panera updated its loyalty program to include choice-based rewards. Panera’s loyalty program, MyPanera, now allows members to select their reward from multiple options instead of having a single preselected reward.
The company says the new benefit is rooted in MyPanera's relationship-based loyalty program, where rather than a transactional points system, members are rewarded based on frequency of visits, spend and their individual purchases and preferences.
In late March, Panera announced that MyPanera members can now order via Alexa on Echo Show devices. Panera is also testing Amazon’s palm-scanning technology at two company-owned St. Louis locations and plans to expand the test in the next few months, including to some franchised stores.
QSRs are attempting to up their level of convenience, as Forbes recently reported that convenience stores could be taking market share from quick-serve restaurants. Panera recently opened an updated urban store format in New York and opened its first Panera To Go in New York after a successful pilot in 2022. The Panera To Go format lacks dine-in seating and offers only Rapid Pick-Up and delivery shelves.