Pret A Manger has announced an expansion of its subscription offer from 5th September that will see the discount for Club Pret double from 10% to 20%, enabling its most loyal customers to save more at Pret.
Club Pret subscribers will be able to enjoy an increased discount of 20% off everything sold in-shop as well as up to five barista-prepared drinks per day for just £30 per month, while new subscribers will also get their first month half-price. As an extra thank you for being part of Club Pret, all subscribers will be automatically entered into a new competition with a chance to win a year of Club Pret for free*.
First launched in the UK in April this year as an evolution of the Pret Coffee Subscription, Club Pret offers savings on all of Pret’s freshly-made food, snacks and drinks. The expanded subscription has been a hit with customers so far, with 17.8 million redemptions in its first three months, up 31% year-on-year[2].
Club Pret transactions are also up 33% month-on-month since its launch in April, while one in five[3] Club Pret transactions now include a purchase alongside the redemption of a barista-made drink.
Club Pret is central to Pret’s digital transformation as the business continues to serve customers through more channels than ever before. Digital has been critical to Pret’s return to profitability and thanks largely to Club Pret, revenue rose 20.2% in the first half of 2023 compared to the same period in 2022. This included record sales weeks in May and June driven by the expanded subscription’s early success.
Pret will soon be bringing Club Pret to customers around the world, expanding to the US next month, followed by France in November and all other global markets from 2024.
Pano Christou, CEO, Pret A Manger said: “Club Pret was built on the idea of rewarding our most loyal customers, giving them more reasons to visit Pret and helping them enjoy everything our menu has to offer. Since we relaunched the subscription, we’re seeing more customers pick up their favourite baguette or croissant with their usual coffee fix, making the most of Club Pret throughout the day, and sharing the benefits with their friends and colleagues.
“We’re now ready to take this even further, doubling the Club Pret discount and expanding this offer to customers outside of the UK. Club Pret has become a critical part of our growth strategy and we’re excited to bring it to more people than ever before, delivering great value in the process.”
Club Pret has already had a significant impact on Pret’s growth, which is highlighted in the company’s H1 2023 financial results. Digital transactions accounted for 42% of transactions during H1 2023 and Pret reported a return to profitability in 2022 for the first time since 2018, with the business tracking ahead of its mid-term growth target to double the size of its business within five years. Pret now operates in 15 markets on three continents and expects to have over 700 shops worldwide by the end of 2023.
James Turner (JT), founder & CEO at Delineate, said: “Pret-A-Manger is already part of the daily routine of those in major towns – and extending the discount offered by its subscription model is a smart decision from the brand that will help to increase its status as a one-stop-premium-shop for hungry commuters.
“By locking them into Club Pret, the company can not only offer customers tailored deals and targeted in-app advertising but also increase their ability to better spot trends like the most popular office days, the preferred Friday ‘treat’ pastries, and different ways each region drinks its coffee. A company that knows this kind of context about customers’ daily lives has a serious edge over other brands.”
1 Year-on-year comparison with redemptions of the Pret Coffee Subscription for the same period in 2022
2 Year-on-year comparison with redemptions of the Pret Coffee Subscription for the same period in 2022
3 Relates to company-owned shops only
