Pret a Manger has announced a new subscription model which offers users free drinks as well as 10% off all of the brand’s range of food items.
The current subscription service initially launched in 2020 and has been wildly popular, with 35% of Pret customers currently signed up, but this will be the third time the subscription service will have seen a price increase since its inception. Currently members pay £25 a month for up to five barista made drinks per day, but this is set to increase to £30 from June - an extra £60 per year - even though Pret customers spend nearly four time as much than other high street chains.
To make the changes more palatable the brand will now additionally offer a 10% discount off its entire food menu including money off new items like the Korean-style chicken salad and the coronation chicken bloomer. New members will also get the first month half price, and you can cancel or pause your subscription at any time.
Chief executive Pano Christou has said that ‘we are in an inflationary challenge right now’, and ‘Club Pret’ is an effort to cope with the increase in cost of basics like energy, food and drink ingredients and labour.
Recently, the wholesale price of items like milk and coffee have soared 16% and 48% respectively, as a result the price of a simple latte has gone up over 10% from £2.95 to £3.30. Baristas are in especially high demand, and despite a 19% wage raise last year, the company may have to increase this yet again to compete with industry. Christou is adamant that this new scheme is not an effort to maintain profit margins and claims to be aware this comes at a challenging time, insisting it offers ‘fantastic value for money’.
Clare Clough, UK Managing Director at Pret A Manger, added: 'While we’ve long been famous for our random acts of kindness over the years, we wanted to go that extra mile and ensure generosity every day for our most loyal customers. That’s why we’ve decided to evolve our subscription into Club Pret, giving customers access to up to five Barista-made drinks a day including our new Pret Coolers and a 10% off discount on their favourite food or other Pret goodies for themselves, colleagues, friends, and family. We look forward to welcoming people into the Club.'
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