Panera Bread has enhanced its MyPanera Loyalty Program by allowing members to select their rewards from multiple options as opposed to a single, pre-selected reward.
The benefit is rooted in MyPanera’s relationship-based loyalty program, where rather than a transactional points system, members receive points based on frequency of visits, spend and their individual purchases and preferences, Chief Brand and Concept Officer Eduardo Luz said in a company press release.
“We view our MyPanera loyalty program 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 personalized value,” he said. “We create loyalty by deeply knowing our MyPanera members. We strive to understand and deliver exactly what delights them.”
MyPanera, which launched in 2010, has grown steadily with the chain reporting this year that over half of its transactions were from MyPanera members, which typically visit the chain more frequently and spend more in each visit than non-MyPanera members.
Celebrating National Coffee Day
In celebration of National Coffee Day — Sept. 29 — Panera will host “MyPanera Week,” from Sept. 29-Oct. 5, which includes giving a variety of perks to loyalty program members.
“Our guests have been requesting more choice in their MyPanera rewards and we are happy to bring this new experience to our loyalty program,” Meenakshi Nagarajan, SVP of loyalty and recurring revenue, said in the release. “Our MyPanera members each have their own unique Panera favorites and we’re excited to see that reflected in our rewards — giving them personalized surprises that fit their own individual journey.”
Panera Bread opened in 1987 and has 2,116 locations in 48 states and in Ontario, Canada.