Drink-up is the brand messaging Panera
is sending to customers this Holiday Season.
Sharing is caring and Panera is empowering consumers to gift of
unlimited premium hot drip coffee, iced coffee and hot tea. That is a brand message that is interactive
and participatory according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice
Solutions®.
If success does leave clues and it does
interactive and participatory food marketing a hallmark of grocerant niche sales
success, will drive incremental sales according to Johnson. Panera was the
first national restaurant company to offer an unlimited subscription for
premium hot drip coffee, iced coffee and hot tea. Last week, Panera announced its popular MyPanera+ Coffee
Subscription is now available for gifting. Well foodies get shopping.
This is a good deal for office co-workers, friends, and family.
So, here is how it works; consumers can now
give the gift of either two or three months of the brand's unlimited premium
coffee subscription for a discounted price. Available for purchase beginning
Cyber Monday (November 30), Panera coffee is the ultimate holiday
pick-me-up for friends, family, or any coffee or tea lover on your list this
year.
Panera Bread Chief Brand & Concept
Officer Eduardo Luz stated "Our
unlimited, premium coffee subscription has provided quality and value to our
guests and has continued to grow in popularity since we launched this past
March," "We are excited to
provide our guests with this fun and unique gift option that is perfect for
anyone on your list who needs a cup of optimism this time of year – whether it
be neighbors, teachers, delivery workers or friends and family."
With the MyPanera+ Coffee Subscription, guests
can get any size, any flavor of hot drip coffee, iced coffee and hot tea with
unlimited refills in the bakery-cafe—that means plenty of coffee to pair with
your favorite bagel, sandwich or afternoon sweet treat. Panera's drip and iced
coffee offerings include two coffee blends—Light Roast and Dark Roast, freshly
ground every day and made from 100% Arabica whole beans. Both coffee blends are
available, along with Decaf and Hazelnut, as part of the coffee subscription
program. Are you going to empower your friends to Drink-Up on you?
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit us on our social media sites by clicking one of the following links: Facebook, LinkedIn, or Twitter
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