Technology
Will Panera's grocery rewards platform drive cafe traffic?
Panera Grocery Rewards sits at the nexus of the company’s loyalty program, CPG business and in-cafe offerings.
July 6, 2023 by Cherryh Cansler — Editor, FastCasual.com
When grocery shoppers spend $20 on Panera Bread products, including refrigerated soup, mac & cheese, salad dressing, bowls and flatbread pizza as well as packaged coffee and artisan bread, they may receive a $5 electronic gift card for use at Panera cafes. The objective of the
program — Panera Grocery Rewards — is to create awareness of the company's grocery products, drive long-term loyalty of them and encourage shoppers to visit cafes, according to Zach Soolman, VP of CPG at Panera Bread.
"This was an apt moment in time to offer the promotion," he told FastCasual in an email interview. "With an industry-leading loyalty program and a robust and growing CPG lineup, Panera saw an opportunity to merge these elements of the business to create greater value for guests wherever they choose to shop and to drive growth for both our CPG and bakery-cafe businesses."
After shopping, customers upload a photo of their receipt to the My Panera app or at https://paneragroceryrewards.com.
"We are eager to evaluate the performance of the promotion and the possibility of extending it past the fall," Soolman said.
Panera Grocery Rewards will be promoted across a fully integrated campaign, including dedicated emails to MyPanera members, paid media across Meta's platforms, in-grocery POP across the country and a national Planet Fitness partnership with awareness in over 2,500 clubs.
Panera's loyalty app, MyPanera, has over 52 million members.
About Cherryh Cansler
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