John Meister of Panera Bread discusses evolving restaurant loyalty and online ordering. He advocates using loyalty programs to reduce customer friction throughout the customer journey, increase access through multiple channels like web, mobile apps and ads, and customize experiences. Loyalty programs can become a growth engine by generating recurring revenue and fueling a loyalty flywheel.

1. John Meister
Chief Information Officer
Panera Bread
Online ordering and creating
loyal guests
Sponsored by:

2. Restaurant Loyalty is
Evolving Rapidly
Reduce Friction
Increase Access
Customize
Experiences
Measure the
before/after of each
interaction
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3. Reduce Friction Across the Entire Journey
Delivery Address, Payment
Credentials, Past Orders
Reduced Friction in
Fulfillment
Fast & Easy Reorder
We Think You’ll Love
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4. Increase Access
Web
Digital Ads &
Email + Mobile Push
App
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5. Customize Experiences
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6. Loyalty as a Growth Engine
Loyalty &
Recurring
Revenue
$8.99/Month Unlimited Premium Coffee
Coffee Subscribers fueling MyPanera Loyalty Flywheel
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7. • Think of loyalty as a means to reduce customer friction
across the entire customer journey
• Use loyalty tactics to expand the number of channels for
each customer
• Aspire to have personalized experiences and fully
monetized loyalty programs
Takeaways
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