For $9/Month You can get Coffee Every Day
$9 sounds like such a great deal - you would think Panera's would lose money. But many customers do order other things, and laptop users who stay longer might get hungry. Plus you can now order right from your table, and they bring it to you - you dont have to go get in line just to get a sandwich.
The Downside: Panera Drip Coffee is Not Very Good
Perhaps if enough people signup, and give Panera feedback, they can improve their drip coffee.