Pret A Manger has expressed its ambitions to become a “multichannel, digitally-led business” after launching what it claims is the UK’s first ever in-shop coffee subscription service.
The YourPret Barista coffee subscription, which customers can purchase for a fixed fee of £20 per month, covers all drink options prepared by Pret’s barista team, including tea, coffee, hot chocolate, smoothies and frappes.
With weekly sales growing on average by around 7% since the end of July, the 500-strong chain expects the service to accelerate this trend.
Customers can subscribe online or be guided through QR codes available in every Pret branch.
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.
The subscription is valid for one month and auto-renews with no minimum term contract.
Redemption is limited to one drink per transaction, up to five per day, with 30-minute intervals between each transaction to prevent misuse.
Pret CEO, Pano Christou, said: “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.”
Although Covid-19 has forced Pret to restructure its store network, the company has accelerated strategic investments to drive long-term growth, including building a new digital infrastructure that will allow it to launch tailored customer propositions at scale.
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.
This includes ‘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.