Pret A Manger, the famous British coffee and sandwich chain, faces a significant backlash from its customer base following the announcement of major changes to its once-beloved coffee subscription service.
The move has left many loyal patrons feeling betrayed and reconsidering their allegiance to the brand.
The Rise of Pret’s Coffee Subscription
In September 2020, amid the challenges posed by the COVID-19 pandemic, Pret A Manger introduced an innovative coffee subscription service.
For £30 per month, subscribers could enjoy up to five free drinks daily, including coffee, tea, and hot chocolate, including a 20% discount on food purchases.
The subscription quickly gained popularity, with thousands of coffee enthusiasts signing up for what many considered an unbeatable deal.
It became a staple for office workers and students, offering a cost-effective way to fuel their days with quality beverages.
In a surprising turn of events, Pret recently announced the discontinuation of this popular model.
The company cited discomfort with the dual pricing system it had inadvertently created, where subscribers enjoyed free drinks while non-subscribers paid full price.
In its place, Pret plans to introduce a new subscription model starting in September 2024.
The New Model: A Watered-Down Offer?
The revised subscription plan is set to launch at an introductory price of £5 per month, gradually increasing to £10 per month by March 2025.
Instead of free drinks, the new model will offer half-priced beverages.
While Pret argues that this change will provide better value to a broader customer base, many existing subscribers view it as a significant downgrade.
Pret’s Response
Social media platforms have been flooded with complaints from disgruntled subscribers, many of whom have threatened to cancel their memberships.
The criticism centres not only on the reduced benefits but also on the perceived complexity of the new system.
Adding fuel to the fire, the transition from a wallet-based QR code system to an app-based one has been plagued with technical issues.
The company maintains that the new model is designed to be more sustainable in the long term and to offer competitive pricing for high-quality beverages to a wider audience.
The controversy surrounding Pret’s subscription changes raises questions about the sustainability of such generous loyalty programs in the food and beverage industry.
As the September launch date for the new subscription model approaches, Pret A Manger faces the challenge of regaining the trust and loyalty of its customer base.
The revised program’s success will likely depend on how effectively the company addresses the technical issues, communicates the new system’s benefits, and potentially offers additional perks to soften the blow of the changes.
The coming months will determine whether Pret can successfully navigate this transition and maintain its position as a beloved high-street staple in the UK and beyond.
