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Pret a Manger is to launch a monthly subscription service offering up to five drinks a day in a bid to get customers back to stores following a sales slump due to the pandemic.
The chain, which last week cut almost 2,900 employees as high streets remain mostly deserted, is launching the YourPret Barista service. It will allow customers to buy up to five drinks a day for a month on a £20 subscription.
The offer, which could add up to 150 drinks a month, will cover all barista-made coffees as well as teas, hot chocolates, smoothies and frappe drinks.
The chain said the subscription, which will launch next Tuesday, will be free to subscribers for the first month.
There’s no doubt that workers will come into the office less often than beforehand,” said Pano Christou, the chief executive at Pret. “Pret needs to adapt itself to the changes of customer patterns and that’s where we’ve been very focused.”
The group reopened 367 of its 410 UK shops last month but sales have been 60% lower than last year, leading to the expansion of a programme of cuts that was previously expected to affect 1,000 people, with 30 branches set to close. The company said sales had grown 7% each week since the end of July.
Christou said coffee sales had grown faster than food sales since the company has reopened stores.
Briony Raven, Pret’s director of coffee and packaging, said the scheme aimed to make Pret the first choice for coffee buyers, the same way people subscribe to services such as Netflix.
“It’s Pret’s way of doing loyalty,” she said. “It’s about giving people an easy choice when they come back into their everyday routine.”
To prevent subscribers to the scheme abusing it by getting a round of drinks in for friends, each of the maximum of five daily drinks can only be collected 30 minutes apart.
“This is just our first step in our plan to bring Pret to more people,” said Christou. “We now have the building blocks to establish Pret as a multi-channel, digitally led business. And YourPret Barista is the first big launch we’re able to deliver through our new technology platform.”
In May, the company, which was bought by JAB Holdings in 2018, expanded into its own branded supermarket coffee products for the first time, launching a range of coffee beans and ground coffee on Amazon.
Source: The Guardian
Keyword: Pret offers five coffees a day for £20 a month in move to boost sales | Business