Editor’s note: This article was posted originally at Winsight Grocery Business.
Panera Bread this week launched a new promotion that melds its consumer-packaged goods business with its in-restaurant offerings.
Panera Grocery Rewards, which debuted Monday and runs through the end of September, gives customers who spend $20 on Panera goods in the grocery store a $5 electronic gift card for use at the fast-casual’s restaurants. (Shoppers can earn up to two of the gift cards during the period.) To get the reward, consumers must scan their receipts to prove they’ve purchased Panera products.
“The objective of the campaign is to create awareness of Panera’s grocery products, drive long-term loyalty with Panera’s grocery products and encourage shoppers to visit the bakery-café,” a Panera spokesman said in an email to WGB.
Panera has steadily added to its lineup of packaged foods over the years. Its Panera at Home website lists 73 products in more than 10 categories, from Autumn Squash Soup to Fuji Apple Vinaigrette to English muffins, coffee, flatbread pizzas and the brand’s popular refrigerated mac & cheese.
Panera’s products are available nationwide at retailers including Walmart, Kroger and Publix.
Panera has also recently been offering members of its rewards program a three-month free trial of Walmart+, which offers free shipping, delivery and other perks.
“Order your Panera grocery faves for delivery with your Walmart+ membership,” one such email to customers read.
Panera said it is in a “unique position” to market its CPG and restaurant offerings side-by-side in this way, since its MyPanera loyalty program now has more than 50 million members, and it has built a diverse CPG offering. Panera operates about 2,100 restaurants around the country.
Panera Grocery Rewards will be promoted via a robust marketing campaign that includes emails to MyPanera members, paid media across Meta’s platforms, in-grocery advertising around the country and a national partnership with more than 2,500 Planet Fitness gyms, the company said.
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