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Though Panera Bread (PNRA -2.5%) finds that its decision to offer free Wi-Fi to customers was a...

  • Thursday, May 17, 2012, 1:18 PM ET
    Though Panera Bread (PNRA -2.5%) finds that its decision to offer free Wi-Fi to customers was a big boost to revenue as it beat rivals to the punch, it now struggles to keep up with the burdens of the demand. While charging a fee for access is unlikely to sail smoothly with customers, Piper Nicole Miller Regan says tying premium Wi-Fi to the firm's loyalty program makes sense. The bigger question: Will free Wi-Fi hangouts such as PNRA, SBUX, and MCD lose revenue if truly unlimited mobile data plans take off?
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This news story has 5 comments:

  •  
    With so many chains and independents providing free Wi-Fi it's hard to imagine charging for it in this day and age. Unless the idea is to keep out the squatters who don't buy much. If that's a problem and space is limited maybe it's best to not offer it at all.
    17 May 2012, 01:26 PM Reply Like
  •  
    Well you can institute a time limit to get rid of the squatters. Such a during peak times. I think it is only fair for customers to understand the limits of what a business is able to offer.
    17 May 2012, 01:33 PM Reply Like
  •  
    "Burdens of Demand"?

    Sound like someone is just trying to make a few extra bucks off the loyalty program.

    What is the cost of offering free WiFi anyway?
    17 May 2012, 01:39 PM Reply Like
  •  
    Just put a freak'n code on the receipt that's good for two hours.
    There. Done. Was that so hard?
    Constant revenue stream for Coffee in the mornings and Smoothies in the afternoon. Thank me later.
    17 May 2012, 02:30 PM Reply Like
  •  
    Thank you, Thank you and Thank you.
    18 May 2012, 11:44 AM Reply Like
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