Waitrose has announced changes to its myWaitrose loyalty scheme, requiring members to make a purchase before receiving a free hot drink from 3 April. The move aims to address long queues at self-service coffee machines caused by non-shoppers taking advantage of the offer.
The grocer informed members via letter that they must buy something before collecting a takeaway cup at the checkout. Previously, customers could get a free drink without making a purchase, leading to complaints about queues from office workers and students.
This is not the first adjustment to the coffee deal. Two years ago, Waitrose required members to buy a 'treat' such as a sandwich or cake when using café facilities, citing etiquette rather than cost-cutting. The latest change comes amid broader belt-tightening at the John Lewis Partnership, which cut staff bonuses to 6% of salary, the lowest since the 1950s, despite a 21% rise in pre-tax profits.
Waitrose faces intense competition from discounters Lidl and Aldi, as well as market leader Tesco. In February, it announced plans to close six stores and cut nearly 700 jobs. The free coffee perk had been a popular feature of the loyalty scheme, but some members welcomed the change. 'Hooray, no more queuing behind coffee freeloaders,' tweeted one customer.
