Waitrose has announced that from 27 January, members of its MyWaitrose loyalty scheme can claim a free hot drink per day without needing to make a purchase, provided they use a reusable cup. The perk, which includes options such as americano, cappuccino, latte, or tea, was first introduced in 2013 but later restricted to shoppers only, and was suspended during the pandemic.
A Waitrose spokesperson said the change offers flexibility in response to customer feedback, noting that many members already claimed drinks before shopping. The updated terms allow customers to enjoy their free coffee before or during their visit, rather than only after purchasing.
To claim the drink, customers must be MyWaitrose members—free to sign up online—and bring their own cup to use the store's self-service machines. The move follows Waitrose losing market share to rival M&S for the first time outside Christmas, as reported in November.
The reintroduction of the perk comes under new chairman Jason Tarry, former Tesco chief executive, who may be seeking to attract middle-class shoppers. The scheme previously drew criticism from politicians like Andy Sawford, who argued it could harm small businesses on the high street.
Waitrose also offers free hot drinks to police officers as part of a shoplifting deterrent initiative, a practice praised by West Mercia Police Federation secretary Pete Nightingale for its potential to reassure shoppers and deter criminals.
