Pret A Manger, the beloved high street coffee chain, is shaking things up with its Club Pret subscription service, and not in a way that’s pleasing its loyal customers. The current £30-a-month subscription, which grants members up to five hot or iced drinks per day and a 20% discount on food, is being replaced by a new, significantly altered plan.
Starting in September 2024, the new Club Pret membership will cost £10 per month. However, the benefits are drastically reduced: subscribers will only receive a 50% discount on up to five drinks each day. The food discount is completely eliminated. To sweeten the deal (slightly), existing and new members will enjoy a discounted rate of £5 per month until March 31, 2025.
While the subscription changes may seem harsh, Pret is also making some price reductions on certain menu items. From July 18th, the iconic Arabica Filter Coffee will be available for 99p, down from £1.80, and the classic All Butter croissant will be reduced to £1.99, instead of £2.30.
Pret’s managing director, Clare Clough, explained the changes in a message to customers, emphasizing the need to “rethink” the subscription model after almost four years. She highlighted the focus on providing “better value” for all customers, not just those subscribed to Club Pret.
The announcement, however, has not been met with enthusiasm by many customers. Numerous individuals took to social media to express their disappointment and vow to cancel their memberships. Many criticized the reduced benefits and argued that the new subscription offer is a price increase disguised as a value proposition. Some customers have even shared their intentions to switch to alternative subscription services, like LEON’s Roast Rewards, which offers a more generous package for a slightly higher price.
The shift in Pret’s subscription strategy is a bold move, aimed at catering to a wider customer base. However, the backlash from current subscribers suggests that the company may need to re-evaluate its approach to ensure customer satisfaction and retain its loyal base. Only time will tell whether this new subscription model will prove successful in the long run.
