• MyPanera Rewards – The Panera Card – Panera Bread Company

    by  • January 20, 2013 • Limited Service Restaurants, Loyalty Marketing, Loyalty Programs, MyPanera, Restaurant Loyalty Programs, Restaurant Marketing, Restaurant Rewards Programs • 5 Comments



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    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


    MORE INFORMATION

    For more information on MyPanera Rewards, visit the MyPanera Rewards website.

    About

    Dennis Duffy is president and CEO of Loyalogy. Dennis has more than twenty years of in-depth experience with loyalty programs in a variety of industries and a concentration in the restaurant industry.

    5 Responses to MyPanera Rewards – The Panera Card – Panera Bread Company

    1. David
      November 14, 2013 at 3:42 pm

      At first I got rewards frequently. Then after those first few things … nothing. I went there at least 20-30 times, over 6 months, and was offered ZILCH. I just threw the card away, as I decided it was a waste of space in my wallet, and effort to get it out each time I go there. This seems more like a marketing program (pull new customers in), if anything it is an ANTI loyalty card, as they treat you worse once you become a regular customer? Maybe I need to STOP going there for a while to get offered something when I finally return?

      • Theresa Bonelli
        March 23, 2014 at 9:02 pm

        Exactly !!!! Same thing occurred. When the restaurants arrived on Long Island, NY I too immediately was excited to try
        this new franchise chain to try the menu items. As another customer “David” stated that the “rewards card” is not much
        of a rewards but a BIG MARKETING PLOY to pull you in till they get you to spend your money there. Then after an
        “initial patronizing period” they STOP COMPLETELY GIVING YOU ANY OF THE ITEMS YOU NORMALL PURCHASE AS A TREAT OR REWARD AS THE PANERA WEBSITE STATES ON THEIR MANTA. IT CLEARLY STATES THAT
        YOU ARE TO BE REWARDED DEPENDENT UPON THE AMOUNT OF TIME/FREQUENCY YOU PARTICIPATE IN VISITING THEIR RESTAURANTS.”

        So, I emailed my concerns to the “Customer Service Support” and was sent a lame answer again stating that the “Panera loyalty card” was meant as a ‘TREAT SYSTEM” TO REWARD YOU WITH THE ITEMS YOU
        ENJOY….WHICH OF COURSE I NEVER RECEIVED ANYMORE AFTER THE INITIAL MEMBERSHIP.

        SO THAT JUST BITES ! I AM SO TIRED OF LAME EXCUSES FROM BUSINESSES THAT CAN’T SEEM TO
        HONOR AND STAND BEHIND ANYTHING THEY STATE. SO, I TOO WILL BE TAKING A LOOOOOONNNG BREAK FROM PATRONIZING PANERA…AND WILL BE SURE TO LET MANY OTHERS KNOW WHAT TO EXPECT FROM PANERA. NOTHING MORE-NOTHING LESS. PERIOD.

        PANERA- TOO BAD YOUR IN “OUR NEIGHBORHOOD” ! : (

    2. Melissa
      March 3, 2014 at 4:39 pm

      Signing on to check your rewards is pretty much impossible. There is no link on the site and when I search it, it brings me to the main page. I got a reward for my birthday, but I can’t check it! How do you access your page??

    3. Disappointed
      March 28, 2014 at 10:46 pm

      I agree with the comments concerning the lack of ‘treats’. I go to Panera once a week to meet a lunch group I eat with 2-4 times each week and Panera is on the list for once a week. AND, I buy to meals, as I purchase one for my family member eating with us. It could be more than once a week if the prices were less (I get a good sandwich and chips for less than half what Panera charges and the chip bag is larger) But again, I go to meet friends and family. And I agree the loyalty card provides very little now, maybe, just maybe I might get a $1 off a drink, I used to get a free one, but no longer. I did hear that someone got a free sandwich once, but they must have been eating there 5 times a week :) And the ‘treats’ don’t seem to be ‘upgradeable’ if you wait to cash it in, like say a $1 off something to a free something. So the loyalty program needs a lot of work to be considered good. Buying two meals at a time doesn’t get one a reward any quicker either.

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