Pret a Manger has announced that it is changing the popular Club Pret subscription service with a 'new and simpler' offer. Current members are not impressed.
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GLOThis week, the chain announced significant changes, with several updates on the horizon. Starting in September, the current Club Pret benefits will be replaced by a “new and simpler” offer, according to the company. Club Pret subscription scheme, which offered customers five barista-made drinks a day for £30 a month, has now been terminated.
With the change, subscribers will get 50% off up to five Barista-made drinks per day for a reduced monthly fee of £10, and just £5 for existing and new subscribers until March 31, 2025. Coffee enthusiasts will also enjoy some price reductions. Pret’s signature 100% organic Arabica Filter Coffee will now cost just 99p, down from £1.80. Additionally, the classic All Butter Croissant will be priced at £1.99, down from £2.30.
While this may appear to be good news, customers are upset. The reason is that the ‘free’ drinks will no longer be available.
The news, conveyed in an email to Club Pret subscribers, indicated it was ‘time to rethink how it works’ after four years of the current deal. Launched in September 2020 during the pandemic to attract remote workers back to the store, the scheme’s popularity far exceeded expectations. Pret’s CEO, Pano Christou, anticipated 2-3,000 sign-ups on the first day, but by 3 pm, 16,500 people had enrolled.
By April 2023, the subscription was being used 1.25 million times per week, according to company figures. Some business leaders even claimed the scheme was so popular it was negatively impacting the business, drawing parallels to Hoover’s infamous free flights fiasco three decades earlier, where the vacuum cleaner company offered trips to America worth £600 for every purchase over £100.
The announcement has caused quite a stir among the city’s workforce, with many voicing their discontent online, branding the revised deal as “poor value” and predicting a wave of subscription cancellations.
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Image: Pret A MangerDisclaimer: Press release
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