Panera launched a new unlimited coffee subscription service in February 2020 with a monthly subscription charge of only $9 per month. The service allows customers to get unlimited hot coffee, iced coffee, or hot tea at any Panera around the country for only $9 a month or $108 annually. It's for My Panera members only, but it is a great deal. The idea of the deal is to get people in a habit of coming in more often so they can upsell to other products like treats and bread products. It will be interesting to see what kind of impact, if any this has on specialty coffee shops.