Panera to Test Tap, Pay and Go Technology
Next month, Panera Bread will begin conducting a market test on a new "Panera Tap" technology for hot coffee, where guests can skip the register or kiosk altogether. The technology will make its debut in the Raleigh-Durham, N.C. market. Guests will only need to open the Panera app and tap an NFC smart poster to purchase a grab-and-go coffee via mobile payment.
The grab-and-go coffee is part of the fast casual brand’s breakfast menu refresh. At locations nationwide, guests can now order breakfast via Panera's digital ordering platforms and use Rapid Pick-Up and Delivery services.
"Our focus on breakfast isn't just about a single item or category—it's about looking at the market and bridging a gap for guests. People are compromising between convenience and quality in the morning, and we know that's a problem Panera can help solve," said Blaine Hurst, Panera CEO. "Craveable, clean, high-quality menu options made easily accessible by digital and channel access is what has propelled our lunch business forward. Now we are taking that powerful combination to breakfast, giving our guest even more of what they want, when and where they want it."
Panera continues to focus on technology to add speed and convenience critical to the breakfast timeframe. It is one of the few companies offering breakfast delivery via its own drivers. Now, the company offers a new Reorder function on the Panera app – allowing guests to select their daily breakfast in just a few clicks and have it waiting for them at the bakery-cafe via Rapid Pick-Up, or meet them at the office via delivery in participating bakery-cafes.