Pret has rebranded its coffee subscription to include a discount on its food range.
Renamed ‘Club Pret’, the loyalty plan has increased in price from £25 a month to £30. Alongside up to five barista-prepared drinks per day, subscribers will now also get 10% off all food and snacks at Pret. Additional drinks will also receive a 10% discount.
The service was first launched in September 2020, while pandemic restrictions were still in place, as a way to drive loyalty and sales. It is now live in the majority of Pret’s 439 stores across the UK.
According to Pret, the subscription is used 1.25 million times per week (up 11% year-on-year) in the UK and has been rolled out to the US and France. Subscribers recorded an average of 28 transactions per month, compared to just two times per month for non-subscribers.
Pret said ongoing investments in loyalty, including the Pret Perks loyalty scheme, have helped it make good progress on its ambition to double the size of the business by 2026, while also ensuring it can continue to reward and reinvest in team member pay and benefits.
“Over the past year, we’ve thought long and hard about the best way to support the people who matter most to Pret – our team members who do such an outstanding job, day in and day out, as well as our customers,” said Pret CEO Pano Christou.
He highlighted that Pret employees received their third pay rise in 12 months in April this year, with the average base pay for shop staff rising by 19% in that time.
“It’s now time that we give back to our most loyal customers, expanding the subscription and making our freshly made food, snacks and organic coffee, more accessible to the people who have been crucial to Pret’s success. That’s what Club Pret is all about,” Christou added.
New Club Pret customers will receive 50% off their first month, with a chance to win one of 100 annual subscriptions or one lifetime subscription for sign-ups made between now and 3 May. Existing coffee subscribers will continue paying £25 for the first 40 days, moving up to the new rate at their next billing cycle on or after 5 June.