UK coffee chain Pret A Manger has announced significant changes to its 'Club Pret' coffee subscription service, which was launched nearly four years ago during the height of the Covid-19 pandemic.

The subscription, which played a crucial role in reconnecting with loyal customers and attracting new ones, will undergo a transformation starting in September.

Clare Clough, managing director of Pret A Manger, highlighted the success of the scheme, noting that it brought in tens of thousands of new customers and facilitated the sale of over a quarter of a billion coffees. Clough stated: "It was an innovative way to reconnect with our loyal customers and introduce Pret to tens of thousands of new ones, bringing customers back into our shops with an offer that almost seemed ‘too good to be true’".

The revamped 'Club Pret' will offer subscribers 50% off up to five barista-made drinks per day for a reduced monthly fee of £10, with a special rate of £5 available for both existing and new subscribers until 31 March 2025.

This new model will replace the current subscription benefits, which will end in September. Additionally, the 20% discount on food will be discontinued, and the company will eliminate dual pricing across its food products.

According to the company, the changes reflect Pret A Manger’s commitment to providing better value for its customers. Clough added: "With 'Club Pret' subscription, our coffees, teas, coolers and iced drinks will continue to be the best offer on the high street, and at a much more accessible price than the £360 a year people have to pay for the current scheme."

Customer backlash

Despite its initial success – resulting in 57.9 million drink redemptions globally in 2022 – Pret's decision to overhaul the scheme has sparked considerable backlash from its customer base. Many are expressing dissatisfaction on social media, arguing that the new offer diminishes the value they previously enjoyed.

The subscription, which once offered unlimited drinks and a 20% discount on food, will now focus on giving subscribers 50% off up to five drinks a day for a lower monthly fee.

This change has led to a lot of frustration among existing customers, many of whom are voicing their disappointment online. One customer said: "The move you are making will have a devastating impact on your sales".

Another added that it was "a horrendous decision to end the subscription" and that it was "very short-sighted" of Clare Clough to take away "a big revenue stream, thinking people will still buy from Pret now".

"I don’t need you @Pret. I’ll make my own breakfast and coffee since you’re messing with the subscription," a third customer commented.

However, Pret upheld its decision, replying to one customer with: "We're sorry to hear that you're unhappy with the recent announcement. For £10 a month, we believe that the change in the subscription is still great value for money."

Additionally, these shifts not only impact Pret’s loyal customer base but also signal potential changes across the broader office coffee sector. The way Pret's revised subscription is perceived could set new trends and pressures for other coffee providers as they navigate their own subscription models.

What are some alternative coffee subscription schemes?

For those seeking alternatives to the 'Club Pret' coffee subscription, several options are available:

Starbucks

Starbucks offers a popular rewards programme called Starbucks Rewards, which provides several benefits for its members. Members earn stars for every purchase made at Starbucks, whether in-store or through the mobile app. The number of stars accumulated depends on the amount spent, with additional stars available through special promotions or bonus offers.

Accumulated stars can be redeemed for various rewards, such as free drinks, food items and merchandise. Members have the flexibility to choose from options like a free drink of any size or a free bakery item.

The programme also provides personalised offers and discounts based on members' purchase history and preferences, which can include exclusive deals and early access to new products. Additionally, members receive a free birthday reward, redeemable for a complimentary drink on their birthday.

Costa Coffee

Costa customers collect one “bean” for each drink purchased through the free Costa app. To participate, customers need to download the app, sign up for the Costa Club, and then scan their barcode to collect beans. Each time a customer uses a reusable cup in-store, they'll get an extra bean.

Leon

Leon’s Roast Rewards programme allows customers to earn rewards with each purchase. Since its introduction last month, the scheme offers a £25 monthly subscription that provides five barista-made drinks per day and a 20% discount on Leon's breakfast and all-day food menu (excluding meal deals).

Caffè Nero

At Caffè Nero, customers get a free coffee after every tenth purchase. They can use a loyalty card available in-store or through the free app.

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