Coffee with benefits: Pret begins trial of new loyalty programme Pret Perks

The scheme will be rolled out in phases, with Pret coffee subscribers, who pay £20 a month for up to five beverages per day, given early access to the programme as part of its testing. It is then expected to roll out to customers more widely in the new year.

From today (30 November), customers will be able to earn a ‘star’ with every item of food or drink they buy either in store or through click & collect, with 10 stars exchangeable for a reward such as such as popcorn or vegan cookies

Pret says Perks is the next step in its transformation plan which aims to bring the brand to more people, and another way the company is enhancing its digital offering.

“At Pret we know that we have loyal customers who visit us time and time again. Whether they come in each morning for their organic coffee, or regularly grab a classic super club sandwich on their lunch break,” says Pret UK managing director Clare Clough.

“For a while now, we’ve wanted to find a way to reward our customers by giving them treats that are specifically tailored to their preferences, and Pret Perks does just that.

“As with any new piece of technology we are currently in the testing phase and rolling this out slowly to our Pret superfans, our coffee subscribers, and will be looking to take learnings on board to make the loyalty programme the best it can be.

“We hope to open it up to all customers as soon as possible in 2022.”

Over the past 18 months the company says it has been responding to how people want to interact its brand with launches that have included bake-at-home croissants and its coffee subscription and, most recently, a new self-service coffee-to-go format called Pret Express in partnership with Dutch beverage company JDE Peets.

Pret recently announced it would also be expanding to open more than 200 more venues in the UK in next two years in both regional and suburban areas.