Pret to launch in-store coffee subscription service
Pret A Manger is to launch an in-shop coffee subscription service as it looks to boost sales following the coronavirus crisis.
Due to launch on 8 September, the Your Pret Barista offering will cover all drink options prepared by Pret’s barista team as well as organic teas, hot chocolates, smoothies and frappes.
Customers will pay a fixed subscription rate of £20 a month with the first month offered free in celebration of the launch. The subscription can be accessed directly via a subscriber’s email, phone or digital wallet, one per transaction, up to five times a day.
Pret chief executive 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.”
Pret has been accelerating its investment in activities to drive long-term growth through the Covid-19 pandemic. This has included building a new digital infrastructure that will allow Pret to launch new tailored customer propositions quickly and at scale.
The new service is expected to accelerate Pret’s recovery which has already seen weekly sales grow on average by around 7% since the end of July.
Pret is also benefiting from the launch of new products designed for customers to eat at home including its ‘Heat Me at Home’ options, a new dinner menu available through the company’s delivery partners, and seasonal specials such as picnic platters. The company has also launched its first ever retail coffee range of ground coffee and espresso beans.
Christou added: “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 Your Pret 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.”
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