Panera has got a morning pick-me-up that will only cost coffee lovers $8.99 per month. Under its new unlimited subscription program, Panera is offering unlimited amounts of hot drip coffee, iced coffee, and hot tea.

“Coffee is an important daily ritual for so many – it can give you a dose of optimism – it lifts you up,” Niren Chaudhary, Panera CEO, said in a statement. “We kept asking ourselves, why can't it be more accessible, more affordable? Moreover, could unlimited coffee translate to unlimited optimism?’”

“Today, we're changing the game for coffee drinkers across the country with our no compromises, unlimited subscription service—great coffee at an amazing value. We are eliminating the price barrier and the false choices between convenience and quality – between good coffee and craveable food. At Panera, there's no more compromise—and your cup is always full,” Chaudhary added.

Members of Panera’s MyPanera free loyalty program are eligible to signup for the coffee subscription by registering on the company’s website or mobile app. A QR code signup is also available at Panera bakery cafés nationwide, starting on March 2.

Coffee subscribers can receive one cup of drip hot coffee, hot tea, or iced coffee every two hours during regular bakery-café hours.

Panera has revamped its drip and iced coffee offerings with new blends made from 100% Arabica whole beans. The company offers light roast and dark roast coffee options, along with decaf and hazelnut selections. Panera is also providing almond milk free of charge and looking into other non-dairy alternatives.

According to Panera, the average American spends $1,110 on coffee a year. With the company’s new coffee subscription, it is expected that consumers can save nearly $1,000 a year on their coffee demands, the company said.

Panera Bread
Panera Bread, pictured May 5, 2015 in Chicago, Illinois, revealed largest clean kids menu and challenged McDonalds' own kids menu. Getty Images
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