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Panera loyalty program approaches 10M membersPanera loyalty program approaches 10M members

Ron Ruggless, Senior Editor

March 9, 2012

1 Min Read
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Ron Ruggless

Panera Bread Co.’s year-old customer loyalty program is nearing 10 million members, and more than two-fifths of all café transactions link to the cards, the company’s founder said this week.

Ron Shaich, founder and executive chairman of the 1,500-unit bakery-café chain, told CNBC’s “Mad Money” host Jim Cramer that the “MyPanera” loyalty program, which launched nationwide in November 2010, has grown from 9.5 million members a month ago.

Watch Panera on “Mad Money;” story continues below

“We’re pushing closer to 10 million,” Shaich told Cramer in an interview at Panera’s first New York City restaurant, which opened recently. “The real value of that loyalty program is, one, it surprises and delights guests, but as well it’s the information.”

RELATED: Panera eyes urban locations

With between 40 and 45 percent of all transactions logged onto the loyalty cards, “We are able to track individually what people do. Since we are able to track that, we’re actually able to market to you in a way that’s unique to you,” Shaich said.

That furthers the customer’s engagement with the St. Louis, Mo.-based brand, he added.

Shaich is also appearing in Panera’s first national cable television ad campaign.
“I’m not the pitch man,” he said. “I’m given the chance to speak about why we created this.”

Contact Ron Ruggless at [email protected].
Follow him on Twitter: @RonRuggless

About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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