Pret A Manger has reversed its decision to double the price of its popular coffee subscription service, Club Pret, reaffirming its commitment to providing value to customers. Originally, the sandwich chain planned to increase the monthly fee from £5 to £10, but now the fee will remain at £5 as subscribers enjoy the benefits of delicious, barista-made drinks.
Subscribers to the Club Pret system will continue to receive 50% off up to five barista-made drinks each day for the lower monthly fee. This recent announcement marks a significant shift from earlier plans where, starting March this year, the price was intended to revert to £10 following the expiration of the promotional offer. Clare Clough, the UK and Ireland managing director at Pret, conveyed the news through a message to subscribers, expressing the chain's dedication to high-quality, organic coffee and drinks at amazing value.
“Our Club Pret monthly subscription fee will remain at just £5. We believe in offering high-quality, organic coffee and barista-made drinks at fantastic value,” Clough stated, highlighting the chain's focus on keeping its offerings appealing amid rising costs across the industry.
This U-turn follows substantial customer backlash, especially from loyal coffee drinkers who felt blindsided by the proposed changes to their subscription service. For many, the Club Pret program had become synonymous with affordable daily coffee, aggressively competing with offers from other retailers. Many subscribers felt the potential price hike was unwarranted, as they cherished the benefits originally offered by the scheme.
The previous subscription model, which was implemented during the pandemic, attracted thousands of customers by allowing members to enjoy five free drinks every day for £30 per month. This generous offer was understandably popular, leading to Pret serving more than 250 million cups of coffee since its launch. Clough remarked on the initiative's success, stating, “It was an innovative way to reconnect with our loyal customers and introduce Pret to tens of thousands of new ones, bringing customers back to our shops.”
After restructuring the subscription model, Pret introduced the £10 monthly fee offering 50% off at select locations. While the promotional fee was set at £5, the impending price increase created dissatisfaction among customers. The initial decision to increase the price was met with notable disapproval across social media platforms, reflecting long-standing customer concerns about pricing and value.
Under the amended deal, which now features no food discounts, the coffee chain aims to provide premium coffee at competitive prices, taking cues from competitors amid rising production costs. Industry reports highlight how coffee beans have recently surged to record highs due to various factors, from climate challenges to geopolitical issues impacting supply. Reports indicated prices for premium coffee beans surged around 40% recently, driven primarily by adverse weather conditions impacting major production countries such as Brazil and Vietnam.
Following the backlash, Pret sought to alleviate customer worries by reaffirming its commitment to giving existing and prospective subscribers great value. The chain has even gone as far as cutting prices on its best-selling products, with regular coffee pricing slashed to just 99p. This stark reduction from previous high street prices demonstrates Pret's intention to not only retain customer loyalty but to encourage more patrons to visit their cafes.
Despite the challenges, the chain appears determined to navigate through the rising costs of coffee and supply chain disruptions without alienation. By sticking with the £5 subscription rate, Pret A Manger aims to both placate current subscribers and attract new coffee lovers searching for quality and affordability.
The company recognizes the balance they must strike to keep subscribers satisfied, ensuring the Club Pret subscription stays attractive amid overwhelming competition. With significant savings still available through the subscription, frequent coffee drinkers can breathe easy knowing their cup of joe remains accessible.
Pret A Manger’s swift response addresses numerous consumer concerns, revitalizing faith among their customer base. With the below-average monthly fee remaining, it's apparent Pret is focusing on their commitment to people and coffee drinks at fantastic value, thereby reassuring fans and coffee aficionados alike.