The new program allows subscribers to down pretty much all the coffee, iced coffee and tea they want.
: 160 million people is a lot of potential customers to woo. And now, Panera Bread is unleashing an unorthodox plan to lure coffee drinkers in the door and keep them coming back: an inexpensive unlimited coffee subscription plan for regular customers.Starting today, February 27, Panera is launching its nationwide Coffee Subscription at $8.99 a month., hot tea, or iced coffee every two hours at participating U.S. locations at no additional cost.
“Today, we’re changing the game for coffee drinkers across the country with our no compromises, unlimited subscription service—great coffee at an amazing value,” Panera CEO Niren Chaudhary said in the announcement. “Panera has a history of industry-leading innovation that creates value for and adds to the guest experience. Panera is a challenger brand and with unlimited coffee we are disrupting the coffee business.
Panera’s underlying motivation here seems pretty clear: Once a customer is locked into a subscription, they’re more likely to use that service, so paying for unlimited coffee should theoretically keep customers coming back. However, in this case, Panera also risks cutting into its coffee profits.
The whole thing is certainly an interesting gambit. And if Panera crunched the numbers right, you have to wonder if monthly plans could become the coffee shop industry’s next big trend. Coffee is as much a part of your life as your cellphone and Netflix: Why not pay for everything by the month?
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