Panera Knows Your Name

Has anyone noticed that Panera Bread employees always greet you by name if you have a MyPanera card? Why don't other retailers with loyalty card programs do the same? It's a small gesture, but it's truly wonderful. Here is how Panera does it: They ask for the card before you order. Then, they can use your name throughout the rest of the process, including when they inform you they your food is ready. It's amazing to me that other retailers aren't taking this approach. So simple, such a nice touch.