Panera Bread is giving MyPanera a major overhaul. The chain has launched a new points-based version of its loyalty program nationwide, introducing more flexible rewards, new membership tiers and a campaign starring Keke Palmer to promote the changes.
The refreshed MyPanera program is part of Panera’s broader RISE transformation strategy. It is designed to give its more than 70 million members greater transparency and choice in earning and redeeming rewards.
Under the new system, members earn 10 points per $1 spent and can choose how to use those points across the menu. Rewards start at 250 points for a free bagel or mini bakery item and go up to 2,000 points for a full entrée.
Previously earned rewards will carry over into the new program.
“From everyday favorites to exclusive offers, we have reimagined MyPanera to deliver more value with every purchase,” said Joshua Fine, chief digital officer at Panera Bread. “The new MyPanera is built to give our guests what they have told us they want most — more transparency, better rewards and more choice.”
The program now includes three levels. MyPanera remains free to join, while MyPanera+ is unlocked after members spend $300 in a calendar year and includes added benefits such as a free birthday You Pick Two and bonus points on delivery orders. MyPanera+ Sip Club combines those perks with the chain’s beverage subscription, including up to 30 select drinks per month and additional Sip Club offers.
Panera is supporting the launch with “Refreshingly Loyal,” a new 72andSunny campaign starring Keke Palmer.
The creative plays with the language of loyalty and relationships, with Palmer riffing on familiar internet conversations about what it means to find something that actually gives back before revealing that the relationship she is talking about is MyPanera. Watch below:
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To encourage members to try the new system, Panera is offering 500 bonus points after a member’s first purchase in the refreshed program between Aug. 19 and Sept. 1. That is enough for a free Energy Refresher or Fresca.
Members will also get exclusive access through the Panera app to a new Tropical Mango Pineapple Energy Refresher launching alongside the program.
With the changes, Panera is betting that a clearer points structure, more personalization, and a recognizable personality like Palmer can make loyalty feel less transactional – and a little more rewarding.
CREDITS:
BRAND: Panera
AGENCY: 72andSunny, New York
