Panera Bread Co. this week completed the rollout of its MyPanera customer-loyalty program, which offers such rewards as personal cooking sessions with bakers and receiving preview samples of new menu items.
“Our brand has always demonstrated value to be far more than price,” said Bill Moreton, Panera’s president and chief executive. “So unlike the typical buy-10-get-one-free-type loyalty programs, MyPanera is focused on fostering unique relationships with our customers through deeply understanding how....