Decades ago, restaurants and businesses figured out the importance of loyalty. In fact, while we often associate loyalty programs with digital apps and plastic cards, the concept was pioneered long before these technologies existed.
Research suggests that the first modern loyalty programs date back to the 18th century, when a New Hampshire merchant began rewarding customers with “copper tokens,” according to The New York Times.
While the technology has changed, the underlying psychology remains the same: the power of reciprocity. When a business gives us something “extra,” we feel a subconscious social obligation to give back. This psychological hook has been driving consumer behavior for centuries.
Today, loyalty programs are no longer just about rewarding old customers; they are primary drivers for increasing the average order value (AOV) and customer lifetime value (CLV). The financial impact is staggering: Data from iOrders show that customers enrolled in loyalty programs spend an average of 32% more annually than nonmembers.
Yet a significant gap remains between what consumers want and what businesses provide. While 75% of consumers prefer brands that offer rewards, only 57% of restaurants have fully optimized their loyalty systems to meet this demand.
Panera Bread, a popular American fast-casual bakery-café chain, is determined to bridge that gap with a new points-based MyPanera reward program.
Jonathan Weiss/Shutterstock.com
Panera Bread launches points-based rewards program across 216 cafes
Panera Bread is testing a new version of its MyPanera rewards program, shifting from a surprise-and-delight model to a points-based system, reported Restaurant Dive.
This change is expected to make the rewards more predictable and valuable for customers.
MyPanera points-based rewards program highlights
- Points for Dollars: Instead of “surprise” rewards, you now earn 10 points for every $1 you spend.
- More Choice: You get to choose how to spend your points rather than Panera picking a reward for you. The program also includes personalized rewards, bonus-point moments, and tailored offers.
- The Pilot Test: Starting in late January/early February 2026, the program will test across 2016 locations (including Chicago, Dallas, Denver, Seattle, and Wyoming markets) before potentially moving nationwide.
- MyPanera+ Tier: Introducing a new tier available exclusively to Unlimited Sip Club members or customers who spend $300 or more annually at Panera.
Testing will begin on Jan. 28 in Dallas, and the pilot is expected to reach 4 million MyPanera members.
“This upgrade reflects Panera’s commitment to giving guests the control, transparency, and meaningful rewards they’ve asked for, ultimately strengthening engagement and driving more visits back to cafés,” a Panera spokesperson told Nation’s Restaurant News.
Panera is trying to win over customers after recent complaints
The enhancement of the MyPanera rewards program comes about three years after the chain upgraded the program with personalized rewards that enabled members to choose from different options. Panera has about 60 million rewards members, of which 25 to 26 million are active, according to QSR Magazine.
Panera’s program has successfully run for more than 15 years. However, in recent years, it has faced customer critiques of higher prices, declining food quality, and menu changes.
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In January 2024, Mashed suggested that the brand is struggling to maintain its fast-casual identity after being acquired by JAB Holding Co. in 2017.
Per the report, which also relies on customers comments shared on Reddit, Panera has changed its focus from artisan quality to efficiency and profit, resulting in declining food standards.
One of the key critiques focuses on the removal of on-site backers and moving from fresh to frozen dough.
“Panera has gotten far, far away from what it was. Eliminating bakers and […] going to pre-made frozen bread […] People would come in for the fresh baked bread and soon what they will be getting will be no different than if they went to Walmart and bought frozen dough and cooked it at home,” user CindysandJuliesMom wrote.
Panera’s ambitious Panera RISE comeback strategy
Panera’s own CFO, Paul Carbone, confirmed that the company made many mistakes, including staff reductions.
“We took a lot of labor out of the restaurants, and all out of the front-of-the-house,” Carbone told Nation’s Restaurant News in November 2025.
“So, when you walk into a restaurant, you can’t find anyone. I want you to be able to walk into the café and decide, ‘Do I go to the register or to the kiosk?’ To make that decision, there has to be someone at the register. It would be nice if someone greeted you or asked, ‘Can I help you?’”
Carbone also announced that the chain is planning a strong comeback. He introduced a new multi-year strategy called Panera RISE, which aims to hit $7 billion in sales by 2028 by fixing what he calls “death by 1,000 cuts.”
“The good news is we’re still relevant,” Carbone said. “No one dislikes us. They’ve just either forgotten about us, we’ve become too expensive, we’ve become too inconsistent. But no one dislikes us. This is an amazing, amazing brand and it can be that again,” Carbone concluded.
Considering how 78% of customers are willing to go out of their way to visit a restaurant where they can earn rewards, it proves that a good loyalty program can be a game-changer, according to Voucherify.
For Panera, this data suggests that a more transparent, points-based system might be exactly what’s needed to support the ambitious Panera RISE comeback strategy and bring back customers.
Related: McDonald’s CEO reveals key shifts in consumer fast food trends
