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Panera launching coffee subscription service

Panera Bread

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

It's now offering a coffee subscription program of unlimited hot or iced coffee.

The CEO tells USA Today that 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 size cup.

Those interested first have to become a member of Panera's free loyalty program MyPanera.

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