(qlmbusinessnews.com Mon. 22nd July, 2024) London, UK —

“Changes to Pret A Manger's Coffee Subscription: What You Need to Know”

High street coffee giant Pret A Manger is overhauling its popular coffee subscription, significantly altering a scheme that has been in place for nearly four years. Customers currently paying £30 a month for up to five ‘free' coffees a day will soon see this change. Starting in September, the new offer will provide up to five half-price coffees a day for £10 a month. Additionally, the 20% discount on food for subscribers will be discontinued.

Pret stated that it had struggled with the dual pricing system for its food products. The news sparked a wave of criticism on social media, with retail expert Catherine Shuttleworth cautioning that altering loyalty schemes could backfire. She suggested that while the move might make commercial sense for Pret, it could benefit competitors.

Pret A Manger's 'Free' Coffee Subscription Faces Significant Changes

Changes Across the Coffee Sector

Pret is not alone in modifying its loyalty programmes. Costa Coffee increased the number of stamps required for a free drink from eight to ten last August, while Starbucks doubled the loyalty points needed for many menu items late last year. Experts attribute these changes to the rising costs of labour, packaging, and coffee beans, driven by factors such as climate change and high energy bills.

Industry Insights

Richard Lim, CEO of Retail Economics, noted that while subscription models offer value to customers and stable income for businesses, they must be mutually beneficial. “If one party loses out, it won't work,” he said, speculating that Pret’s previous model was likely not commercially viable.

Customer Reactions

The changes have prompted strong reactions from customers. Some expressed frustration on social media, stating that the new scheme made the subscription less appealing. Others indicated they might switch to competitors offering similar discounts.

Expert Opinions

Retail analyst Natalie Berg supported the new model, arguing that the old system alienated non-subscribers. However, Catherine Shuttleworth suggested that Pret might rely on customer habits and routines, despite the risk of losing patrons to other coffee shops.

Pret's initial subscription scheme, launched to boost footfall and spending post-pandemic, had helped the company return to profitability last year for the first time since 2018. The new model aims to be more advantageous for the business, but its success remains uncertain.

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