Pret A Manger is trialling a loyalty programme, called Pret Perks, in the latest step in its ‘omnichannel transformation’.
The scheme, which is being rolled out in phases, has been made available as of 30 November to Pret coffee subscribers, who are able to access it through their digital accounts on the IOS app or via the Pret website using their existing coffee subscription permanent QR code.
Pret Perks users will earn a star every time they shop in store or use click & collect. Pret coffee subscribers will also earn a star for every month they renew their subscription and any time they purchase a meal or snack along with one of their five Barista-made drinks a day. Customers will be able to choose a reward from a pre-assigned category after receiving 10 stars. Random bonus stars will also be awarded.
“For a while now, we’ve wanted to find a way to reward our customers by giving them treats that are specifically tailored to their preferences, and Pret Perks does just that,” said Clare Clough, UK managing director of Pret A Manger.
“As with any new piece of technology we are currently in the testing phase and rolling this out slowly to our Pret superfans, our coffee subscribers, and will be looking to take learnings on board to make the loyalty programme the best it can be. We hope to open it up to all customers as soon as possible in 2022,” Clough added.
This latest move follows other recent steps in the company’s transformation plan which, as well as the subscription, app and click & collect offerings, includes the expansion of delivery services with Deliveroo, Uber Eats and Just Eat.
The company also recently announced it would be expanding to open more than 200 shops in the UK in the next two years in both regional and suburban areas.
“Over the past 18 months we’ve responded to how people now want to interact with our brand and products, from launching bake-at-home croissants, to growing our digital capabilities through the launch of Pret’s coffee subscription,” said Clough. “We’re excited by this latest digital evolution, which allows customers to engage with our brand.”
Pret has also announced two new franchise partners in the UK. The coffee chain’s Guildford, Bournemouth, Basingstoke and Woking shops will be transferred to K&Z Holdings, while its four shops in Oxford will be moved over to Dallas Holdings.
“Demand for our freshly prepared food and organic coffee is growing, with some shops busier than they’ve ever been,” said Pano Christou, Pret A Manger CEO. “To meet that demand, we’re establishing new partnerships with franchisees to bring Pret to more people.”
Christou added that the agreements with Dallas Holdings and K&Z Group are a “vital part of that ambition” and will help “kickstart growth” as part of Pret’s focus on different parts of the country.