In a surprising move, Pret A Manger has announced significant changes to its popular Club Pret subscription program, which initially launched during the pandemic. Starting in September 2024, the subscription, which once seemed too good to be true, will undergo a major transformation, impacting its loyal customer base.

Pret introduced the subscription at a time when the company needed to reconnect with its customers amidst plummeting footfall due to the pandemic. The scheme offered unlimited barista-made drinks for a fixed monthly fee, attracting a large number of subscribers who valued the savings it provided. The subscription quickly became a cornerstone of Pret’s recovery strategy, with millions of coffees being served under the plan.

Bye bye Pret! 

Pret A Manger

However, starting from September, Pret will reduce the monthly subscription fee from £30 to £10, with an introductory offer of £5 per month for the first six months until March 2025. This drastic price cut comes with a significant reduction in benefits. Subscribers will now receive a 50% discount on up to five barista-made drinks per day, including coffee, tea, Coolers and iced drinks. The subscription will no longer include food discounts, which has left many loyal customers disheartened.

It’s worth noting that Pret’s coffee has not always been the favourite of the British public. While it is a staple for many due to its convenience, there have been consistent critiques about its quality compared to other high street coffee chains. Despite this, the subscription thrived because it offered exceptional value, especially with the inclusion of a variety of cold drinks. The end of the current subscription deal, which many considered a significant bargain, marks a turning point.

The decision to alter the subscription model has been framed by Pret as a necessary step to balance customer value with sustainable business practices. Yet, the news has been met with disappointment by subscribers who enjoyed substantial savings and the convenience of unlimited drinks. While Pret hopes to retain its customer base with this new simplified scheme, the market reaction indicates potential turbulence ahead.

Hello Leon!

As Pret navigates this transition, Leon, another major player in the fast-casual dining sector, is poised to capitalise on the opportunity. Leon’s subscription service, ’Roast Rewards’, offers up to five barista-made drinks per day along with a 20% discount on selected food items for £25 per month. This comprehensive package appeals to a broader spectrum of customers seeking both beverage and food savings, directly addressing a gap left by Pret’s revised offering.

There are several compelling reasons to sign up for Leon’s Roast Rewards subscription. For £25 a month, subscribers can enjoy significant savings on their daily coffee and food purchases. The ability to have up to five barista-made drinks each day ensures that coffee lovers can get their caffeine fix without worrying about additional costs. Moreover, the 20% discount on the LEON food menu, excluding meal deals, enhances the value proposition. This is particularly appealing for those who appreciate Leon’s commitment to healthy, delicious food options.

Vegans, in particular, will find added value in Leon’s subscription. The 20% discount applies to their delicious plant-based burger, the ’Love-Burger’, which has gained popularity for its taste and quality. This makes Leon’s subscription an attractive choice for those who follow a plant-based diet and seek convenient, affordable and tasty meal options.

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Leon’s approach could attract former Pret subscribers who are dissatisfied with the new changes. The inclusion of a food discount, which Pret has eliminated, makes Leon’s subscription particularly enticing for those looking to maximise their savings across both drinks and meals. This move not only enhances customer value but also positions Leon as a more attractive option in the competitive landscape of high street food and beverage subscriptions.

The competitive dynamics between Pret and Leon underscore a broader trend in the fast-casual sector, where customer retention and value propositions are paramount. Pret’s initial success with its subscription model highlighted a significant consumer appetite for such programs. However, the recent changes suggest a need for continuous evolution to meet shifting customer expectations and economic realities.

Leon’s timely and strategically crafted subscription plan reflects a deep understanding of consumer needs and market opportunities. By maintaining a higher price point but offering a more comprehensive suite of benefits, Leon is positioned to attract value-conscious consumers who seek both quality and savings.

For Pret, the challenge lies in effectively communicating the rationale behind the subscription changes and ensuring that the new scheme continues to resonate with its customer base. The reduced fee and simplified benefits may appeal to some, but the absence of food discounts could lead to churn among subscribers who valued the comprehensive savings.

Pret A Manger’s revamp of its subscription program represents a notable change in its customer engagement approach. The updated plan aims for a streamlined and environmentally responsible value proposition, yet it creates an opportunity for competitors such as Leon to attract dissatisfied subscribers with more appealing and extensive offers. As the fast-casual dining market progresses, both Pret and Leon must consistently innovate and adjust their strategies to maintain a competitive advantage.

If you enjoy our articles and want to read more of our content, check out the 9 best unmissable vegan eateries in Portugal. Perhaps take a look at prepare, cook, store, serve and save food: Make your kitchen delicious with Hokan. Or explore the importance and benefits of a digital detox and how veganism plays into it.