Panera Launches Unlimited Coffee Subscription

Panera has launched an unlimited in-store coffee subscription program.

The national chain is offering unlimited hot drip coffee, iced coffee and hot tea for just $8.99 per month. A regular-sized coffee at the chain costs $2.39 a cup currently. 

"Coffee is an important daily ritual for so many – it can give you a dose of optimism – it lifts you up,” said Niren Chaudhary, Panera CEO.  “We kept asking ourselves, why can't it be more accessible, more affordable? Moreover, could unlimited coffee translate to unlimited optimism? 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.  We are eliminating the price barrier and the false choices between convenience and quality – between good coffee and craveable food.”

MyPanera+ unlimited coffee is available to members of MyPanera, Panera's free loyalty program. MyPanera members can register for the subscription via the Panera website and mobile app or sign up via QR code in Panera bakery-cafes beginning March 2. 

Subscription coffee is available to consumers through all channels – in-café, rapid-pick up, Panera delivery, Panera tells RIS, and through delivery aggregators – Uber Eats, DoorDash, GrubHub.

The new subscription includes one cup every two hours during regular bakery-cafe hours, including free refills of the same beverage at participating U.S. Panera Bread bakery-cafes.

"Panera’s coffee is all self-serve and reusable cups are welcome – guests can bring their own if they like – and the unlimited coffee subscription is for all sizes," Panera tells RIS. Panera also offers real porcelain cups in bakery cafes for dine-in customers.  

Chaudhary added, "From helping create the fast-casual category, to technology breakthroughs with Panera 2.0, to clean food—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.  We are challenging the status quo because we believe everyone deserves a full cup, literally and figuratively."