Panera Bread reported digital sales of over $1 billion annually made via mobile, web or kiosk and that number is projected to double in 2019.
As of the end of Q1 2017, Panera’s digital sales represented 26 percent of total company sales, which the company says is the highest rate in the restaurant industry outside of the pizza segment.
Approximately 1.2 million digital orders are placed per week. Panera continues to integrate new services with the digital experience, including Panera Delivery, which is only available through digital means.
Panera launched its digital sales initiative in 2014, the Panera 2.0 program in 2014, which includes rapid pick-up, fast lane kiosks, catering and delivery.
“By building digital into the core aspects of our business, we’ve transformed the customer journey at Panera,” Ron Shaich, Panera’s founder, chairman and CEO said. “For us, it’s not just about new technology for technology’s sake, it’s about making the guest experience better.”
The company’s investment in its digital platforms allows guests to customize food to meet their taste and dietary needs with shorter wait times. Panera’s digital ordering integrates with the MyPanera loyalty program, which has more than 25 million members. Through MyPanera, guests can save their favorites, earn and track rewards, and receive personalized special offers.
“When you couple digital innovation with operational integrity, the result is a significant level of digital adoption at the guest level,” Blaine Hurst, Panera’s president, said. “Our holistic approach to technology pushes us to find new ways to make a difference in the lives of guests, which translates to the kinds of sales we’re seeing today.”