... [+]Panera may have just thrown down a major gauntlet in the so-called breakfast wars.
The company derived that specific price point from researching successful subscription models, including Amazon Prime and Netflix. Most of those consumers purchased food with their coffee subscription; there was 70% increase in food attachment during the test.“The test truly showed the tremendous upside and we feel very comfortable with the overall economics with this initiative,” Chaudhary said. “Especially considering these results are in the absence of any advertising.”
Panera anticipates those loyalty numbers to increase with this service, which is a feat worth mentioning on its own. For context, that 38 million number compares to about 17 million Starbucks Rewards members and about 20 million Domino’s loyalty members. Still, Panera has plenty of confidence from its subscription test and believes it has a significant advantage.
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