Pret to trial first loyalty scheme

Pret a Manger has announced it will be trialling its first ever loyalty programme called ‘Pret Perks’, described by the company as the “next step in Pret’s omnichannel transformation”.

Pret Perks will be available to Pret’s Coffee Subscription customers through their Pret A Manger digital accounts on the iOS app or via the Pret website, using their existing coffee subscription permanent QR code.

It comes as the company aims to “enhance its digital offering”. Over the last 18 months, Pret has upgraded its digital presence by launching an award-winning coffee subscription, a click and collect service, and expanding delivery services with Deliveroo, Uber Eats and Just Eat as well as launching its own App.

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

Clare Clough, UK managing director, said, “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.

“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.”

She added: “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.”