This is the season for gift giving, and few gifts are as welcome as free food. That’s the thought behind the latest deal from Panera Bread.

From now until the end of December, the bakery-café chain is giving its MyPanera Rewards members a free bagel every day at participating U.S. locations. The offer applies to in-store only, and is only available to those who have recently signed up for the program.

Panera is hoping to bolster its MyPanera Rewards membership with the exclusive offer, although the news will certainly disappoint existing members who aren’t eligible. On the other hand, customers who weren’t already members were excited to hear about the offer.

Through the MyPanera Rewards program, customers get personalized rewards for the foods they like. They can track their progress online or at the bottom of their receipts. They also get exclusive sneak peeks, menu updates, information on local events, and more.