German-owned British multinational sandwich and coffee shop franchise chain, Pret a Manger, has announced that it is discontinuing its "too-good-to-be-true" free drinks perk and food discount for subscribers. The Club Pret programme was initially introduced in September 2020 as part of an effort to lure more customers back in the wake of the coronavirus lockdown and to recover losses incurred during the pandemic.
The Shift in Subscription Offer
When the chain introduced the Pret Coffee Subscription scheme, it initially charged £20 a month for five hot or cold drinks per day, later raising the price to £25 in February 2022. Club Pret became the UK's first coffee subscription, available at the majority of its 439 UK outlets.
On April 26, 2023, the company announced a 20% price hike for its five-drinks-per-day coffee subscription service, bringing it to £30 per month. The company then revealed that the subscription was being utilized 1.25 million times per week in the UK and had expanded to the US and France.
In a notable change of direction, Pret a Manger is now discontinuing its subscription service, almost four years after its launch in the UK. The coffee chain has declared that it is "time to rethink" the Club Pret offering. The new plan, scheduled to debut in September, will replace the previous model of five drinks per day and a 20% food discount for £30 a month. Instead, existing and new subscribers will pay an introductory rate of £5 monthly until March 31, 2025, after which the cost will rise to £10, and they will receive a 50% discount on five drinks instead. Pret will also remove the 20% discount on food.
Outrage Over Pret’s Subscription Shift
The response from customers has been overwhelmingly negative, with many taking to social media to express their discontent. One user on X remarked, “You are making a huge mistake. There is time to rectify it. Otherwise, I am cancelling my subscription.” Another echoed similar sentiments, stating, “I’m genuinely shocked that you think it’s acceptable to try to auto-enrol people off of the current subscription plan to your ... 50% off in September. This should be an opt-in system due to the level of change to the scheme.”
Adding to the backlash, Pret has been accused of dishonesty, with customers claiming that their comments are being hidden on the company’s website and social media. As one frustrated customer noted, “Wow, 10 comments (plus mine the 11th) and ALL comments HIDDEN! Pret doing the 'right thing naturally' again by hiding/censoring posts.” Another implored, "Come on, Pret! You’re better than this. Stop hiding comments and start listening to your customers."
Pret’s dishonesty is further exacerbated by accusations that the company is making it difficult for customers to opt out and cancel their subscriptions. This issue has been highlighted on social media, with one customer commenting, "Hello Pret A Manger, I want to cancel my subscription and your app doesn’t allow me. I’ve tried through the app, in Safari, on my laptop in 3 different browsers, and you don’t allow me to cancel the subscription. Could you please let me know why this is happening? Seems I’m being forced to continue." These reactions underscore the growing sense of betrayal among loyal customers who feel blindsided by these abrupt changes.
The Deceptive Costs
The newly proposed Club Pret subscription, while seemingly attractive, carries a deceptive twist. If subscribers continue to enjoy their five drinks per day, even at the half-price offer, they could unwittingly find themselves paying a high price.
To break this down further, let’s examine the math. The new subscription offer allows subscribers to purchase their drinks at half price, which may appear attractive to some. However, when one calculates the total over a 30-day month, based on the current cost of drinks, such as Chai Latte at £4.25, Cappuccino at £4.05, Iced Latte at £4.05, and Iced Chocolate at £4.15, the cost accumulates rapidly. At a rate of five drinks per day, that totals 150 drinks in a month. If the half-price offer brings each drink to £2, the total monthly cost balloons to £300. This amount drastically overshadows the original £30 monthly fee that customers considered when signing up for the subscription, not to mention the additional subscription cost that will increase in the future and the cost of drinks that are set to rise.
A Coffee Machine Investment
As an alternative to the new subscription model, customers should consider investing in a coffee machine for their home. There are various options available, including pod machines for convenience and manual machines that allow you to use your own ground coffee. Those who enjoy cappuccinos or lattes should consider investing in a milk frother, which can cost as little as a couple of pounds in the UK. Customers can still opt for plant-based milks like soya, almond, or oat, with prices starting from just 50p per litre at London supermarkets. This way, they can enjoy barista-quality coffee, with their favourite type of milk, in the comfort of their own home and save themselves from paying hundreds of pounds for Pret's new subscription model.
For those working in offices, it might be worth discussing with colleagues and management about collectively acquiring coffee machines for shared use, potentially saving hundreds of pounds each month. It's also worth noting that among the disadvantages of the Pret subscription in the past were the long queues caused by the increase in the number of subscribers, as highlighted on social media. One user stated, "I am not a member, but the queues created by people using the benefits have deterred my custom at times."
Limited Choice and Low Standards
Another major drawback of the Pret subscription, highlighted by customers, is the declining standards of offerings and the limitation of choice to one brand of company coffee, as pointed out by a customer on social media. She said, "The coffee is not good. Not good in a coffee snob way and not good in a yummy treat way. They never have ice. They never have smoothies. I felt guilty paying for good coffee somewhere else while I have the subscription."
Poor standards have not only been highlighted by customers but also by Pret’s own employees. One ex-Pret staff member stated, “The subscription has been a rip-off in many different ways. Customers don’t realize how much they lowered their own expectations and standards.”
In addition to the concerns about the quality of offerings, one of the disadvantages of Pret's subscription is that branches are limited to busy places like stations. This poses an inconvenience for many loyal customers who spend considerable time traveling to use their subscription, resulting in time loss and frustration. The limited locations restrict accessibility and create challenges for subscribers, impacting the overall convenience and value of the subscription service.
The Risks Of Pret’s New Subscription Model
Pret a Manger’s decision to end its subscription model is likely to backfire, leading to a significant wave of cancellations from loyal customers and a drop in sales and profits. The new pricing structure, which could force subscribers to pay hundreds of pounds a month despite the misleading half-price discount, raises serious concerns about value and quality. As customers seek better alternatives, they may turn to competitors like Costa, Starbucks, Café Nero, and local coffee shops, who might offer not only better prices but also higher standards. Pret may soon find itself regretting this decision as the loyalty of its customer base diminishes in the face of such a drastic shift. The backlash and dissatisfaction evident among subscribers signal a critical misstep for the company that could have lasting repercussions in a fiercely competitive market.
