London fast food chain Yolk has announced the launch of a new barista-made drink subscription service in 2025.
Going live on 6 January, the Yolk BrewClub will be see members collect loyalty points for in-store purchases that can be redeemed for treats, as well as offering various giveaways and discounts depending on the subscription level.
The three different membership tiers are:
- BasicBrew (free) – every tenth barista-made drink is free
- ClassicBrew (£10 per month / £1 for first month) – 50% off all barista-made drinks, plus double loyalty points after 2pm
- PremierBrew (£40 per month / £20 for first month) – three free barista-made drinks per day, plus double loyalty points all day every day
The company said it takes its coffee game very seriously, striving to satisfy discerning customers by working with the best suppliers including Caravan coffee beans, Estate Dairy milk from Somerset, Oatly barista edition oat milk, and ceremonial-grade PerfectTed matcha.
“Unlike those that have gone before (yes we mean Pret and Leon), this subscription serves up exceptional speciality coffee,” it commented. “Yolk knows that London’s coffee drinkers are a sophisticated audience, frustrated at being fobbed off with commodity beans and cheap milk disguised in clever packaging,” it said, adding “Iced or hot, frothy or short, Yolk’s coffee is amongst the best in London.”
Other barista-made drinks include seasonal Winter Warmers in flavours of Salted Popcorn Hot Chocolate, Terry’s Chocolate Orange Latte, White Choc & Ginger Matcha, and a Cinnamon Roll Latte.
A week after it launches its BrewClub, Yolk will be offering £1 coffees all day on 13 January. In addition, customers buying hot drinks during the month will have the chance to discover a ‘golden cup’ at each Yolk site, which will grant the recipients a free PremierBrew subscription for a whole year.
Yolk was founded by Nick Philpot in 2014 and currently operates nine restaurants across central London, including its most recent outlet on New Oxford Street which was opened last month. Location of a tenth outlet opening in the early part of next year has yet to be announced.
The all-day menu, served from 11am through to the evening, features dishes such as their signature Steak Bearnaise sandwich, Asian inspired Bang-Bang Chicken salad, and a vegan Kimchi Mushroom rice bowl. Bestsellers on the breakfast menu include Eggs Benedict to go with pulled ham hock, streaky Bacon Baps, and Overnight Oat Pots with chopped dates & chia seeds.
Subscription services remain a popular method for coffee shop brands to attracts visits from customers, with Cotswold-based Huffkins unveiling its brand-new Coffee Club for £30 a month in July. Earlier the same month, Pret announced it was making major changes to its Club Pret, including scrapping the discount on food items and dropping the monthly fee to £10, so that it could focus on “better value for everyone”.
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