Pret A Manger has revealed an expansion of its subscription offer that will see the discount for Club Pret double from 10% to 20%.
The company also added that the loyalty scheme which allows customers to have five barista-prepared drinks per day and a discount on its wider menu, will expand to the US next month, followed closely by France in November and other global markets next year.
The service, which was first launched in 2020 in a bid to support the chain throughout the Covid-19 pandemic, and relaunched in April this year, was initially £20 a month, increasing to £25 in February last year, after the rebrand earlier this year, the subscription now costs £30 a month.
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At the time, Pret’s global head of propositions, Edward Ferguson told InternetRetailing: “Like everyone in our sector, footfall dropped significantly as a result of the pandemic.
“Pret needed a new way to entice customers back to shops and get them to choose us over alternatives. The coffee subscription was thus designed, very deliberately, to present value for money to our current and potential customers. This value for money remains essential to the sustained success of the proposition.”
The move comes as Pret reported 17.8 million redemptions over the last three months, an increase of 31% year-on-year.
“Club Pret was built on the idea of rewarding our most loyal customers, giving them more reasons to visit Pret and helping them enjoy everything our menu has to offer,” Pret A Manger CEO Pano Christou said.
“Since we relaunched the subscription, we’re seeing more customers pick up their favourite baguette or croissant with their usual coffee fix, making the most of Club Pret throughout the day, and sharing the benefits with their friends and colleagues.”
Christou added: “We’re now ready to take this even further, doubling the Club Pret discount and expanding this offer to customers outside of the UK. Club Pret has become a critical part of our growth strategy and we’re excited to bring it to more people than ever before, delivering great value in the process.”
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