 | Loyalty Pays. We Show You How. |
| Loyalty Pays. We Show You How. |
Panera Bread is testing an elevated, points-based MyPanera program, shifting away from its traditional "surprise and delight" model toward a more transparent, currency-based system.
The test covers 216 locations in Chicago, Dallas, Denver, Seattle and Wyoming. Reaching nearly 4 million MyPanera members, the pilot is designed to offer guests more control over how they earn and spend their rewards.
Under the new structure, guests earn 10 points for every dollar spent. This shift to a transparent point-per-dollar ratio brings MyPanera in line with other heavy hitters in the space, like Starbucks and Chipotle, giving members a clear roadmap to their next reward.
The hallmark of this upgrade is choice. Rather than waiting for a specific automated reward, guests choose how to redeem their points across a variety of tiers:
Perhaps the most significant strategic move in this pilot is the introduction of MyPanera+, an exclusive tier designed to reward Panera's most loyal "super-users."
Access to MyPanera+ is granted to:
The testing phase begins in Dallas on Jan. 28, with the Chicago, Denver, Seattle and Wyoming markets going live on Feb. 4.
While this is a pilot program, Panera executives, led by Chief Digital Officer Meenakshi Nagarajan, are eyeing a broader national rollout later in 2026.
For a brand that was an early pioneer in the digital loyalty space, this pivot to a points-based system signals a new chapter in Panera's effort to remain the "king of the morning" and a dominant force in the lunchtime rush.
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