Pret A Manger to Change Its Coffee Subscription Deal ☕️

Hey there! 👋

Calling all Pret fans and coffee lovers! If you are a Pret Club member you may have seen that the company are introducing changes to Pret’s subscription. In this very short article, I will be exploring the reasons behind these changes.

Don't have time for the full scoop? No worries, we've got you covered with a quick summary: click here

What’s happening? 😃

Pret A Manger, a popular UK-based coffee and sandwich chain, has just announced a significant overhaul of its subscription service. Launched in 2020, Club Pret was initially designed to attract customers back to stores and foster loyalty. The original offer allows subscribers to have the option to order five free coffees a day and a 20% discount on food for a monthly fee of £30.

However, in September, Pret will introduce a revised subscription model:

• Monthly fee reduced to £10 (starting at £5 until March 2025)

• Up to five half-priced drinks per day

• No 20% discount on food

Why is Pret Changing Its Subscription? 🤷‍♀️

One crucial factor is that Pret recognises that the majority of its customers are not Club Pret subscribers, which may suggest that many customers need to find more value in the original subscription to sign up. By changing the model, Pret can offer better value to its entire customer base. The new model, offering 50% off drinks for a lower monthly fee, provides more flexibility to customers. It allows those who only drink occasionally to find value, as the previous £30 monthly fee may be too high a commitment.

Pret aims to make pricing much simpler, as they reportedly felt uncomfortable with the dual pricing system for food items - one for subscribers (with a 20% discount) and another for non-subscribers. Eliminating this pricing structure makes it simpler for customers, and food prices are consistent for all customers, regardless of subscription status. Alongside the subscription changes, Pret has reduced prices on some popular items (e.g., filter coffee at 99p, croissants at £1.99) to increase customers and sales.

It is important to note that the original subscription was launched in 2020 during the COVID-19 pandemic. At that time, it was an innovative way to encourage customers to return to stores and generate a steady income stream during uncertain times. However, as we have moved further away from the pandemic phase, the market has changed, and Pret’s original subscription model is not the most effective strategy. Therefore, offering half-priced drinks rather than “free” ones may be a more sustainable approach that aligns with the current market.