Pret A Manger hikes price of coffee subscription as it expands offering

Pret A Manger has increased its monthly coffee subscription by 20% to £30 per month and expanded it to include a discount on all of its freshly made food, snacks and drinks. It said existing coffee subscribers will automatically become part of ‘Club Pret’ and their current monthly price of £25 per month will change to £30 at their next billing cycle on or after 5 June. Pret said that subscribers will still be able to get up to five barista-prepared drinks per day, with any additional drinks benefiting from the 10% discount. This includes Pret’s full range of 100% organic and Arabica coffees, teas, hot chocolates, and brand new iced drinks. A new range of Pret coolers, replacing Pret’s frappes and smoothies, will also form part of Club Pret. According to Pret, Club Pret is “an evolution of the company’s hugely successful Coffee Subscription”, an initiative in Pret’s strategic transformation programme first launched in September 2020. It also claimed that the subscription is now 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. Pret’s ongoing investments in loyalty have helped the company “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”. Pano Christou, CEO of Pret A Manger, said: “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. “That’s why we’ve increased pay three times in the last 12 months, and reinvested in benefits to support our people through the cost-of-living crisis.” He added: “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.”