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Panera Bread, an American chain store of bakery-café fast-casual restaurants, has expanded its coffee subscription program to include all types of beverages. With this move, it has become the very first national restaurant to offer unlimited self-serve beverages.
Panera Bread launched its Unlimited Sip Club self-serve beverage subscription, and this will allow customers to drink all they can when dining at any of the restaurant’s branches across the United States. Prior to this, the company only offered the coffee subscription for unlimited coffees, and now the expansion includes all the drinks available in the stores.
According to Nation’s Restaurant News, the new Unlimited Sip Club is available in all Panera Bread outlets, and diners can buy the subscription for $10.99 per month. The price has a mark up of $2 from the coffee subscription that was priced at $8.99.
With the USC subscription, customers can now order any beverage, and there is no limit as to how much they can drink. From iced or hot tea to soft drinks, to lemonades, to hot and cold range of caffeinated drinks, customers can drink all they can when dining.
The company announced the Unlimited Sip Club program on Tuesday, April 19. It was launched following the success of the coffee subscription despite the COVID-19 pandemic.
The USC covers all 26 drinks of the Panera Bread’s beverage program. Customers who will register for the Unlimited Sip Club this week until May 6 will be given a free subscription through July 4.
"At Panera, we believe in making great food experiences accessible to all we are disrupting fast-casual once again, providing unlimited access to high-quality beverages at a tremendous value of just $10.99 a month," Panera Bread’s chief executive officer, Niren Chaudhary, said in a press release.
The bakery-cafe chief went on to say, "Our guests have loved the subscription model and the convenience and value it brings to their daily lives. From our new Charged Lemonades to our fan-favorite Passion Papaya Green Iced Tea to bubbly Lime from PepsiCo, we are excited to give our guests even more choice and more beverage options to fuel their day."
