Pret A Manger will launch the UK’s first ever in-shop coffee subscription on Tuesday 8 September – the company’s first major step to deliver against its new multichannel strategy to bring Pret to more people.
The YourPret Barista coffee subscription covers all drink options prepared by Pret’s specially trained barista team, including all its 100% organic and 100% Arabica coffee products. All Pret’s organic teas, hot chocolates, smoothies and frappes are also included. As always, organic milk alternatives are also free of charge.
YourPret Barista comes at a fixed subscription rate of just £20 a month and to celebrate its national launch, the first month for all subscribers is free. The YourPret Barista coffee subscription can be accessed directly via a subscriber’s email, phone or digital wallet, one per transaction, up to five times a day.
The launch of YourPret Barista is a flagship offering within the company’s strategic transformation programme. Pret has accelerated strategic investments to drive long-term growth through the COVID-19 pandemic despite the resulting challenges. This includes building a new digital infrastructure that will allow Pret to launch tailored customer propositions, and to deliver those faster and at scale. It will also make it easier for customers to access Pret’s freshly made food and drinks across more channels than ever before. This newly developed digital ecosystem will enable Pret to develop insight and data-led products and services, many of which are already in trial across London.
The new subscription service comes as Pret steps up its recovery. Since the end of July, weekly sales have grown on average by around 7%, with YourPret Barista expected to accelerate this trend. Additionally, Pret has launched a host of new products specifically designed for customers to enjoy from the comfort of their own homes or wherever they are. Examples include Pret’s ‘Heat Me at Home’ options, its first ever retail coffee range of ground coffee and espresso beans, available via Amazon, and a new dinner menu available through its delivery partners or seasonal specials such its picnic platters.
YourPret Barista subscription – how it works:
- Customers can subscribe online or can be guided through QR codes available in every Pret.
- The subscription is loaded onto customers’ Apple or Google digital wallets or can be accessed via emailed QR codes. Scanners installed in Pret shops enable customers to verify their subscription status and redeem coffees and other products.
- YourPret Barista coffee subscription is valid for one month, auto-renews with no minimum term contract. Customers can unsubscribe at any time.
- Each subscription is valid for one person. Only redeemable in-shop for takeaway or eat-in. Redemption is limited to one drink per transaction, up to five per day, with 30 minutes intervals between each transaction to try and prevent misuse.
Pret CEO, Pano Christou, said: “As people across the UK begin to get back to the things they’ve missed, our new subscription service is perfect for customers who have been craving one of our barista-prepared drinks. Whether you’re a coffee enthusiast or tea devotee, we hope this new service helps you start your day strong.”
“This is just the first step in our plan to bring Pret to more people. We now have the building blocks to establish Pret as a multichannel, digitally-led business, and YourPret Barista is the first big launch we’re able to deliver through our new technology platform.
“Since reopening back in May, our coffee sales have been rising faster than food – evidence that coffee has become an integral part of both our customers’ everyday routines and the Pret experience.”