The casual dining retailer is taking the unlimited beverage subscription concept in a new direction by launching Unlimited Sip Club.
The program, which Panera is calling the first-ever nationwide unlimited beverage subscription for all self-serve beverages, is priced at $10.99 per month (plus tax). Panera is expanding its existing monthly coffee subscription plan to incorporate its entire assortment of self-serve beverages.
The assortment includes hot and iced coffee, hot and iced teas, lemonades, and Pepsi-Cola fountain beverages. Customers who sign up for the Unlimited Sip Club through Friday, 6 May will receive a free subscription through Monday 4 July.
Unlimited Sip Club is available to members of the MyPanera free loyalty program. MyPanera members can register for the subscription via the Panera website, mobile app, and in-store kiosk. In total, 26 beverages are offered as part of Unlimited Sip Club.
At the time Panera launched its unlimited monthly coffee subscription plan, Tom Caporaso, CEO of Clarus Commerce, discussed some of the benefits provided by this type of program.
“By offering unlimited coffee and tea for a monthly fee, customers will start to see savings after only a few cups – a huge leg up against competitor menus that cost the same amount (or more) every single week,” commented Caporaso. “Even better, the subscription will encourage more frequent stops at Panera restaurants, with a higher likelihood that enrolees will try a breakfast or lunch item to pair with their daily coffee reward. Over time, it will rake in an abundance of helpful customer data, allowing the brand to uncover exactly what customers like the most. Because of these insights, Panera will be able to tailor its next loyalty program updates based on real customer feedback, strengthening current and future loyalty in the process.”
