When this program rolled out a few years ago, it introduced an alternative concept for restaurant rewards programs built around the concept of surprise. Here’s some of the language used to describe the program at MyPanera.com:
MYPANERA IS ABOUT SHOWING OUR APPRECIATION AND REWARDING YOU IN UNEXPECTED AND SURPRISING WAYS.
Enjoying the surprises we’ve sent your way so far? We have lots more planned, and we think you’ll love what’s in store. From complimentary items in the bakery-cafe to exclusive tastings and demonstrations, MyPanera is always thinking of unique ways to thank you.
The more you visit, the more surprises you can get (just when you least expect them)!
Panera Bread Company emphasizes the strategic importance of their rewards program and the data derived from the program. The data is of strategic advantage in understanding guest behavior and using targeted and relevant communication and promotion to drive incremental revenue.
Using some excerpts from Panera’s 2011 annual report, following are examples of Panera emphasizing the strategic important of their rewards program – not just another short-term promotion:
“Specifically in 2011, we benefitted from our investments in five key areas: the quality of our food, our increased marketing expenditures, the rollout of our MyPanera loyalty program, the growth of our catering business, and the quality of our operations and our people.”
“The real value of the loyalty program is the customer data that we have been able to collect. We have begun testing the use of this data to increase frequency and are beginning the journey of moving to true one-to-one marketing. For example, we are creating individual reward tracks for all 9.5 million members of our loyalty program, and expect to send to our customers more than 6.5 million unique e-mails each month with dynamic content that changes based on their interests and buying patterns.”
Restaurant companies participating in the loyalty/rewards space or contemplating an entry into that space would be wise to study the strategic role of a loyalty/rewards program as an integral and potentially central element in their overall marketing mix.
SEE WHAT’S HAPPENING RIGHT NOW AT PANERA – via Twitter
For more information on MyPanera Rewards, visit the MyPanera Rewards website.