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.
“As people across the UK begin to get back the things they’ve missed, our new subscription service is perfect for customers who have been craving one of our barista-prepared drinks,” said Pano Christou, chief executive at Pret.
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.
Christou said coffee sales have grown faster than food sales since the company has reopened stores.
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.
“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.”
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