Panera Bread has launched a nationwide update to its MyPanera rewards program, transitioning the platform to a points-based system. The update is part of the company’s ongoing strategy to modify its customer loyalty structure for more than 70 million members.
Under the new system, members earn 10 points for every dollar spent on qualifying purchases. Points can be redeemed for menu items starting at 250 points for a bagel or mini bakery item, ranging up to 2,000 points for a full entree.
The refreshed program introduces three membership levels, beginning with the basic free tier. Members who spend $300 in a calendar year reach the second tier, which includes bonus points on delivery orders and a birthday meal, while the third tier incorporates the beverage subscription service.
To promote the launch, Panera partnered with Keke Palmer for a promotional campaign titled Refreshingly Loyal. The company is also offering a temporary 500-point bonus on first purchases made between Aug. 19 and Sept. 1 for current and new members.
Existing loyalty rewards previously earned by members will transfer into the new system. The company also introduced a new beverage, the Tropical Mango Pineapple Energy Refresher, available exclusively through its mobile app during the launch.
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