Palm-scanning technology to be used for Panera Bread’s loyalty program

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  • Panera Bread has launched a new palm scanner that links a customer’s palm to their loyalty account using Amazon-developed biometric data-gathering technology.
  • The technology can suggest menu items based on the customer’s order history and allows staff to greet customers by name and share their available perks. However, digital rights activists are concerned about the security of customer biometric data.
  • Amazon has previously faced backlash over the use of biometric capture technology in their stores, prompting a group of US senators to request more information on their use of customer data.

In an effort to enhance its loyalty program, Panera Bread has announced the implementation of palm-scanning technology. The technology, known as Biometric ID, will allow customers to use their palm scans to access their reward points and pay for meals without the need for physical payment methods.

Panera’s Chief Information Officer, George Hanson, explained that the new system will not only offer greater convenience for customers, but will also bolster security measures. “With the Biometric ID, we’re able to provide a level of security that’s unmatched by traditional methods,” he said.

The palm-scanning technology will be offered as an optional feature for customers who are enrolled in Panera’s loyalty program. Those who choose to participate will have their palms scanned upon enrollment and will then be able to use their palm prints to access their rewards and make purchases at participating locations.

Privacy concerns have been raised about the collection of biometric information, but Panera has assured customers that their information will be securely stored and will only be used for program-related purposes.

This move by Panera is one of the first instances of a major chain implementing biometric technology in their payment and rewards systems, and could signal a trend for the industry moving forward. As technology continues to advance, it will be interesting to see how other companies incorporate biometric features to enhance their customer experience.

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