Pret A Manger Backtracks on Coffee Subscription Price Hike
Pret A Manger has reversed plans to increase its Club Pret subscription fee following customer backlash. The monthly fee will remain at £5, instead of rising to £10 as previously announced.
The subscription service, which offers 50% off five drinks daily, faced criticism in September when Pret discontinued its £30 monthly plan that provided five free drinks and a 20% food discount. The company acknowledged that the initial subscription offer, launched during the pandemic, was "too good to be true."
In a recent email to customers, Pret stated: "Our Club Pret monthly subscription fee will remain at just £5. We believe in offering high-quality, organic coffee and barista-made drinks at fantastic value."
The original subscription plan proved popular but was reportedly costing Pret significant losses. Under the £30 subscription, customers could purchase up to £400 worth of coffee per month.
Pret's decision to reconsider its subscription follows criticism over its high prices for coffee and sandwiches. Last year, the chain reduced the prices of its best-selling products, including its filter coffee and tuna sandwiches.