Panera to sell merchandise online, celebrate loyalty members
Panera Bread is opening an online store dedicated to apparel and accessories inspired by its menu items.
The fast-casual dining chain is kicking off its second annual “My Panera Week” loyalty promotion with the opening of its first-ever online storefront, The Panera Shop, on Monday, May 1, 2023. The online store will feature what Panera calls “'Carb Couture,” such as sweatpants, sweatshirts and baby onesies.
Each product will have a connection to an item sold on the retailer’s menu. The Panera Shop will be exclusively accessible by members of the MyPanera loyalty program from May 1-7, as part of the company’s broader “My Panera Week” celebration. All net profit from Panera Shop sales during MyPanera Week will be donated to the non-profit Panera Bread Foundation.
MyPanera Week will offer what the retailer says are more than 52 million MyPanera loyalty members exclusive perks and offers throughout the week, including special discounts, buy-one-get-one (BOGO) deals, and a one-time opportunity to join the Unlimited Sip Club self-serve beverage subscription plan at a reduced cost.
[Read more: Panera makes history with self-serve subscription]
And from May 7 through June 11, MyPanera members can play “MyPanera Knead to Know Trivia” online to answer questions for a chance to instantly win one of 250,000 prizes. Additionally, every qualifying purchase made during MyPanera Week will automatically enter members to win free Panera through the end of the year.
"MyPanera Week is back and we couldn't be more excited to bring our guests more perks inspired by their Panera faves – from BOGO deals on our signature menu items to early access to our newly launched merchandise," said Eduardo Luz, chief brand and concept officer, Panera Bread, "MyPanera has always been focused on delivering personalized experiences and disruptive value to our guests, and we look forward to rewarding and celebrating our loyal members all MyPanera week long."
Quick-service retailers pioneer online merchandise stores
Quick-service and fast-food chains including Dunkin’, McDonald’s, White Castle, and Arby’s have all opened online shops selling branded merchandise.
For example, Dunkin’ launched its first online shop, as part of its holiday promotional strategy, in November 2019. According to the retailer, much of that store’s assortment sold out within hours. At both Dunkin’ and most other fast food chains, online merchandise shops have only operated during the end-of-year holiday season.
However, McDonald’s bucked that trend by opening its year-round “Golden Arches Unlimited” online merchandise store in December 2019 (timed for the holidays). The store features different seasonal pieces.
Convenience chain 7-Eleven also opened an online store curated with licensed gear and memorabilia, in August 2022.
As of March 28, 2023, there were 2,118 bakery-cafes, company and franchise, in 48 states and in Ontario, Canada, operating under the Panera Bread or Saint Louis Bread Co. names. Panera Bread is part of Panera Brands, one of the largest fast-casual restaurant companies in the U.S., comprised of Panera Bread, Caribou Coffee and Einstein Bros. Bagels.