| US

Panera Bread enhances loyalty programme with personalised rewards

The US food-to-go and coffee chain has upgraded its MyPanera loyalty programme with rewards tailored to customer spend and visit frequency

Panera Bread launched MyPanera in 2010 and it now has nearly 48 million members | Photo credit: Panera Bread


 

Panera Bread has announced that it will roll out a new choice-based MyPanera rewards programme, enabling users to select their reward from multiple options based on their personal preferences. 
 

MyPanera's loyalty programme focuses upon frequency of visits, consumer spend and customer purchases and preferences, rather than a transactional points system. 


Alongside discounts on future purchases, MyPanera membership benefits also enable personalised digital ordering experiences, value through the company’s beverage subscription service and early access to new menu items. 


Panera Bread launched MyPanera in 2010 and it now has nearly 48 million members. In the first quarter of 2022, the company reported that more than half of its transactions were made by MyPanera members. 


“We view our MyPanera loyalty programme as an extension of the warmth we show to our guests in our bakery-cafes—for us it's about creating meaningful relationships and delivering personalised value. We create loyalty by deeply knowing our MyPanera members. We strive to understand and deliver exactly what delights them," said Eduardo Luz, Chief Brand and Concept Officer, Panera Bread. 


The new rewards programme will be rolled out on 6 October 2022. 


Panera Bread, which currently operates 2,173 bakery cafés across 48 US states and Canada, expanded its in-store coffee subscription to include its full range of 26 coffee, tea and soft beverages in April 2022. 


The company is part of Panera Brands, a fast casual restaurant group formed by JAB Holdings in August 2021 with Caribou Coffee and Einstein Bros. Bagels and comprising around 4,000 stores.  


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