Pret A Manger trials first loyalty scheme

Pret A Manger is trialling its first loyalty scheme, named Pret Perks. From today (30 November), customers signed up to the chain's existing coffee subscription scheme will earn a star every time they shop.

Every 10 stars can be redeemed for rewards including popcorn or a vegan cookie.

YourPret Barista subscribers, who pay £20 a month for up to five drinks a day, will also earn a star every month they renew their subscription or purchase a meal or snack with their drinks.

Pret said it hopes the scheme will open up to all customers "as soon as possible" in 2022.

The loyalty programme is part of a wider transformation plan for the business, which was launched after the pandemic caused a slump in in-store sales.

Clare Clough, UK managing director of Pret, said: "For a while now, we've wanted to find a way to reward our customers by giving them treats that are specifically tailored to their preferences, and Pret Perks does just that.

"As with any new piece of technology we are currently in the testing phase and rolling this out slowly to our Pret super fans, our coffee subscribers, and will be looking to take learnings on board to make the loyalty programme the best it can be.

"We're excited by this latest digital evolution, which allows customers to engage with our brand. Pret Perks is our new way to thank our wonderful customers for choosing Pret each time and we look forward to rolling it out to the masses in the near future with unmatched rewards."

Pret recently announced plans to hire 3,000 new staff as it looks to double the size of its business within the next five years.

The group, which cut thousands of jobs after sales dropped during the pandemic, is planning to open more than 200 UK shops and expand into five new markets, including Canada, by the end of 2023.

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