Leon takes on Pret with £25 coffee subscription

Leon is mounting a challenge to Pret A Manger by launching what it claims is the UK’s cheapest high street coffee subscription.

The chain’s ‘Roast Rewards’ deal will cost £25 a month and allow users to claim up to five barista-made drinks a day and 20% of its breakfast and all-day food menu.

This is £5 cheaper than Pret’s £30 a month offer, which similarly offers up to five drinks a day and 20% off food.

Leon’s scheme will launch on 30 May through its Club App. The group said members would also receive bonus loyalty points when they subscribed and each time they renewed their subscription.

Mac Plumpton, managing director at Leon, said: “We’re so excited to unveil the UK’s most affordable coffee subscription.

“Get ready for a service packed with flavour, value and great coffee. At Leon we’re all about providing exceptional experiences at an unbeatable value.”

Pret launched its coffee subscription in 2020 in a bid to boost customer loyalty after its traditional commuter audience vanished during the height of lockdown. It raised the cost of a subscription from £25 to £30 in 2023.

Both Pret and Leon are among the biggest coffee sellers on the high street.

Leon, billed as a ‘healthy fast food chain’, was founded by John Vincent, Henry Dimbleby and Allegra McEvedy in 2004 and now has over 80 UK restaurants. It was sold to the Issa brothers’ EG Group in 2021 and has been owned by Asda since last year.

Pret has around 450 UK sites and is targeting further growth outside of London.

The coffee chain saw a shake-up of its board earlier this year, including the return of former chairman Larry Billett and founder Sinclair Beecham in a supporting role.

Billet and Beecham said they planned to “reaffirm Pret’s mission to do what’s best for the customer”.