Panera Bread shakes up the market by introducing $8.99 unlimited coffee subscription service

Panera may have just thrown down a major gauntlet in the so-called breakfast wars.

The company today announced the launch of a subscription program offering unlimited coffee, iced coffee and hot tea for $8.99 a month. That offer is available any time of day through any one of Panera’s channels (including delivery).

In other words, for consumers who want some coffee with their meal–and there are lot of them, particularly in the morning–Panera is making things very cheap and easy.

Investing app Acorns estimates that the average American spends about $1,100 per year on coffee, or $92 a month. It doesn’t take a dexterous mathematician to understand the savings Panera’s $8.99 subscription will yield for those consumers.

The company derived that specific price point from researching successful subscription models, including Amazon Prime and Netflix.

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