Panera launching coffee subscription service

(CNN) – Panera Bread has a treat for java junkies.

It’s now offering a coffee subscription program for unlimited hot or iced coffee.

The CEO tells USA Today the goal is to change the face of the industry.

The price tag on a montly 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 free loyalty program, MyPanera.