(CNN) — Panera Bread has a treat for coffee lovers.
It’s unveiled a new, nationwide coffee subscription program that offers unlimited hot or iced coffee.
Niren Chaudhary, the CEO of the St. Louis-based chain, tells USA Today the goal is to change the face of the industry.
The price tag on a monthly subscription is $8.99. The unlimited access to coffee is available at all hours and for any sized cup.
Those interested first have to become a member of Panera’s loyalty program, MyPanera.