Pret doubles discount on ‘critical’ loyalty offer

Pret A Manger is doubling the discount it offers Club Pret loyalty customers to 20% off anything in-store, as part of its £30-a-month subscription, which launched in April.

Club Pret is an evolution of Pret’s original coffee subscription, which first launched in September 2020, as the business looked to drive sales following the pandemic.

Since launching in April, Club Pret transactions have grown 33% month on month, with 17.8 million transactions in total. Meanwhile, the business’s revenues grew 20.2% in the first half of 2023, compared with the same period last year, with the chain crediting its loyalty offer for powering this growth.

Club Pret is central to Pret’s digital transformation, according to the brand, which says digital has been “critical” to Pret’s return to profitability, largely thanks to the scheme’s expansion. Pret’s profits hit £50.6m in 2022, the first time the business has been in the black since 2018.

Pret A Manger credits subscription service for its return to profit“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,” says Pano Christou, Pret’s CEO.

Alongside announcing the discount rise, the business is expanding its loyalty offer to the US in September, as well as France in November and other global markets next year.

“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,” adds Christou.

Pret has raised the price of its loyalty scheme twice since launch. It started off at £20 a month for five barista-made drinks a day, before increasing to £25 a month in 2022 for the same offer. The price increased to £30 a month with the introduction of Club Pret in April, which includes the five drinks a day and the discount.

The business’s communication around the first price increase was Marketing Week readers’ campaign of 2022, with columnist Mark Ritson praising the “certainty and surety” its communication provided in terms of price increases.