Popular coffee and sandwich chain Pret A Manger has pulled the plug on a cherished customer loyalty programme, leaving its dedicated fanbase feeling bitter. The company has quietly discontinued its 'Meal Deal' offer, which rewarded customers with a free hot beverage after every five purchases.
The scheme, a cornerstone of Pret's customer retention strategy, was axed without fanfare, leaving many to discover the change only when they tried to claim their hard-earned reward. The move has triggered a wave of disappointment and frustration among loyal patrons who frequent the chain's 450 UK shops.
A Sudden End to a Popular Perk
Unlike a formal announcement, Pret allowed the scheme to simply vanish. Customers attempting to access their rewards via the Pret App or website were met with the disappointing realisation that their progress towards a free drink had been reset to zero.
The loyalty initiative allowed customers to collect a 'star' for each meal deal purchased. Once five stars were accumulated, a voucher for a complimentary hot drink was automatically added to their Pret account, redeemable on their next visit.
Customer Backlash and Social Media Reaction
The decision has ignited a significant backlash on social media platforms. Long-time customers have taken to X (formerly Twitter) and Instagram to express their dismay, with many declaring they will now take their business elsewhere.
One disgruntled customer lamented, "This is such a shame. That free coffee after five purchases was a little treat that kept me coming back. It felt like a genuine thank you for my loyalty." Another stated simply, "Well, that's me done with Pret then."
Pret's Corporate Strategy Shift
This move appears to be part of a broader strategic shift for the brand. Pret has recently focused on expanding its subscription service, which offers customers up to five barista-prepared drinks per day for a flat monthly fee of £30.
While the subscription model caters to the ultra-frequent consumer, the axed loyalty scheme rewarded the broader base of regular customers who may not visit daily. The cancellation suggests Pret is prioritising guaranteed recurring revenue over broader, more flexible customer incentives.
The company has yet to issue a formal statement addressing the widespread customer dissatisfaction, leaving many to wonder if this is a permanent change or a temporary pause.
