Panera Bread, which achieved success with its Coffee Club subscription
It was an effort other restaurant chains pursued in the past, like Burger King and its $5 program, but to uneven results. Panera thought it could break through, however, for two clear reasons: It cut the strings off the promotion, like size and product restraints. And notably, touted an ecommerce platform robust enough to handle demand along with omnichannel outlets for guests to find it, like Rapid Pick-Up, drive thru, delivery, and on-premise.
Under the Panera’s #FREECOFFEE4SUMMER promotion, anyone signed up for the MyPanera+Coffee subscription will enjoy free, unlimited, premium hot coffee, hot tea and iced coffee until Labor Day (Sept. 7), according to a press release.
The battle lines of the fast-food breakfast wars have been drawn, and Panera Bread is hoping to disrupt the morning meal as we know it.