Seeing Success With Coffee Subscriptions, Panera Wants to Be More Like Netflix

Recurring memberships are now seen as a key part of its business

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A month ago, Panera Bread began offering a free MyPanera+Coffee subscription through Labor Day for anyone who signed up for the service on the fast casual chain’s app.

The promotion, which began June 22 to remind customers about the subscription service, is all part of the bakery’s plan to incorporate a recurring revenue model similar to Netflix, according to chief brand and concept officer Eduardo Luz.

The subscription includes unlimited hot and iced coffee as well as hot tea and typically costs $8.99



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