Pay-Per-Chew: More restaurants trying subscription programs
Consumers are willing to pay monthly subscription fees for streaming services, pet food and even toilet paper. Edithann Ramey, On the Border’s chief marketing officer, said more than 150,000 people signed up for the Queso Club, and members visited seven times more often than the average guest. The pass was introduced in January 2022 and again in October; it generated buzz, but the chain is trying to think of ways to make it more valuable to consumers, said Dane Mathews, Taco Bell’s chief digital officer. Eduardo Luz, Panera’s chief brand and concept officer, won’t share exact numbers but he said members now make up 25% of the chain’s transactions. Pret also offers subscriptions in France and the U.S. Chris Hosford, a communications consultant in southern California, joined Panera’s subscription plan a year ago.
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