Pret Abandons Coffee Subscription Price Hike After Customer Backlash

Pret A Manger has abandoned its plans to double the price of its coffee subscription service following a backlash from customers. The sandwich chain had initially announced that the monthly fee for the Club Pret subscription would increase from £5 to £10 from March 31, 2025. However, after facing criticism and threats of cancellation from subscribers, Pret has decided to maintain the current price of £5 per month.

The Club Pret subscription, introduced in September 2020, offered customers five free drinks per day and a 20% discount on food. In September 2024, Pret overhauled the subscription, slashing the cost to £5 and focusing on half-price drinks while removing the food discount. The chain had previously stated that the new price would last for six months before rising to £10 per month in March 2025.

However, the proposed price increase did not sit well with many customers, who took to social media to express their dissatisfaction. Some customers threatened to cancel their subscriptions, while others criticized the new model as poor value for money. The backlash led Pret to reconsider its decision and ultimately abandon the planned price increase.

Pret's managing director, Clare Clough, acknowledged the importance of customer feedback in the decision-making process. She stated that while the original subscription was innovative during the pandemic, the new approach aimed to provide better value for all customers. By listening to customer feedback and responding to their concerns, Pret has managed to retain the loyalty of its subscribers and maintain the affordability of its coffee subscription service.