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Panera Bread adds annual Unlimited Sip Club subscription tier


Panera's beverage subscription

With an annual membership, guests can get a year’s worth of unlimited drinks for the cost of 10 months./Photo courtesy of Panera Bread.

Three years after pioneering a subscription beverage offering, Panera Bread on Wednesday announced the offer of an annual Unlimited Sip Club membership.

Guests willing to plunk down $199.99 (plus tax) will save money in the long run. The annual membership fee offers a year’s worth of unlimited self-serve drinks for the cost of 10 months paid monthly ($11.99 per month, plus tax), the company said. A portfolio of 26 beverages is available through the subscription plan, including hot and cold coffees and teas, fountain drinks and Charged Lemonades.

The annual membership also includes a $0 delivery fee on all digital orders, throughout the year. Whether they sign up for the annual or monthly subscription tiers, all members also receive exclusive perks, like Sip Club Saturday deals, VIP challenges and other offers.

Sip Club began in February 2020 as a coffee subscription program, but has been expanded to include a broader range of beverages. Sip Club members have grown to 25% of transactions, the company said, and the move has helped attract new customers and build the brand’s loyalty program, which now includes nearly 48 million members.

“We have seen incredible response to Unlimited Sip Club since we launched nationally last year, both for our guests and for our business. We’re excited to offer even more disruptive value with the annual membership,” said Eduardo Luz, Panera’s chief brand and concept officer, in a statement.

MyPanera members who sign up for the annual pass today through March 31 will receive a free customized Shutterfly calendar.

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