Pret A Manger has announced it will be doubling the discount it offers with its subscription service from 10 percent to 20 percent, rewarding “loyal” customers with even more cost savings.
First launched in the UK in April this year as an evolution of the Pret Coffee Subscription, Club Pret offers savings on all of the coffee shop’s freshly-made food, snacks and drinks.
The expanded subscription has been a hit with customers so far, with 17.8 million redemptions in its first three months, up 31 percent year-on-year.
Club Pret subscribers enjoy discounted products sold in-shop as well as up to five barista-prepared drinks per day for just £30 per month, while new subscribers will also get their first month half-price.
Pano Christou, CEO of Pret A Manger said: “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.
“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.”
He 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 is due to expand to customers in the US next month, followed by France in November and all other global markets from 2024.
Mr Christou added: “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.”
Additionally, all subscribers will be automatically entered into a new competition with a chance to win a year of Club Pret for free as an “extra thank you”.
The prize draw is open to existing subscribers only (subscribers as of 23:59 on Wednesday, August 23) and 20 annual subscriptions will be up for grabs.
Club Pret is currently live in the majority of Pret’s 446 UK shops. People can sign up for a subscription via the Pret App and get their first month’s half-price at £15.
Pret initially launched its subscription scheme in September 2020 at a price of £20 a month after sales plummeted during the Covid lockdowns.
It raised the price in March 2022 to £25 a month to account for ingredient price inflation and the Government’s VAT increase, before raising it again to £30 during its rebrand to Club Pret in April 2023.
According to the coffee chain, digital has been “critical” to Pret’s return to profitability and thanks largely to Club Pret, revenue rose 20.2 percent in the first half of 2023 compared to the same period in 2022.
This included “record sales” weeks in May and June driven by the expanded subscription’s early success.
