(CNN) -- has a treat for java junkies.
It's now offering a coffee subscription program of unlimited hot or iced coffee.
The CEO tells 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.
