Technology
Panera testing points-based loyalty program to boost customization, value
The shift comes in response to direct feedback from MyPanera members seeking more clarity on how they earn rewards.
January 22, 2026 by Cherryh Cansler — Editor, FastCasual.com
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ClaudePanera is launching a pilot for its MyPanera rewards program, transitioning from its traditional "surprise and delight" model to a transparent, points-based system.
The test, which goes live Jan. 28 in Dallas and expands to Chicago, Denver, Seattle and Wyoming on Feb. 4, aims to provide more choice and control to nearly 4 million members.
Under the new system, guests will earn 10 points for every $1 spent. These points can be redeemed for a variety of items, ranging from a free bagel or side to full sandwiches and salads. The shift comes in response to direct feedback from MyPanera members seeking more clarity on how they earn rewards.
"We have been listening to our guests and MyPanera members, and they have been asking for more transparency, more choice, more control and better value over their rewards," a Panera spokesperson said in an email to FastCasual. "The new pilot program provides all of this along with opportunities to earn rewards faster."
What is MyPanera+?
The update also introduces an elevated tier called MyPanera+, an exclusive level available to Unlimited Sip Club subscribers or guests who spend more than $300 per calendar year. MyPanera+ members receive enhanced benefits, including:
- Higher-value birthday rewards (such as a free You Pick Two instead of a pastry).
- Anniversary rewards and "baguette bonuses" with purchases.
- A wider selection of redemption options.
The company will measure the success of the pilot through MyPanera member engagement and overall satisfaction, rather than focusing solely on digital sales percentages.
The current MyPanera program, which launched in 2010, has historically relied on a frequency-based model where rewards were a surprise based on the number of visits. This new test reflects a broader trend in the fast casual industry toward gamified, transparent loyalty structures that drive repeat traffic through predictable value.
Following the initial test in the 216 participating cafes, a broader national rollout is expected for later in 2026.
About Cherryh Cansler
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