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Off Brand

We Have Officially Hit Peak Subscription

If Panera thinks it can sell $8.99 subscriptions, who can’t?

Illustration: Fran Caballero

WWould you subscribe to a coffee? No, not a monthly box of fancy ground coffee in the mail — although obviously that’s a thing. What about an everyday cup of coffee from a mass-casual chain. Like Panera. Because now that’s a thing, too.




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Rob Walker

Rob Walker

Author The Art of Noticing. Related newsletter at

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