Pret A Manger Backtracks on Coffee Subscription Hike – What Changed?

Pret A Manger has reversed its decision to double the  Club Pret coffee subscription cost, opting to maintain the current £5-per-month fee instead of raising it to £10 as previously announced. The decision follows a period of rapid expansion for the coffee and sandwich chain, alongside increasing market competition and mounting cost pressures in the coffee industry.

The move comes after Pret’s management originally planned to increase the price from 31 March 2024 but has now reassured subscribers that they will continue to receive 50% off up to five barista-made drinks per day for the same £5 monthly fee.

A Strategic U-Turn in a Competitive Market

Pret introduced Club Pret four years ago as part of its post-pandemic recovery strategy, offering subscribers up to five free barista-made drinks daily for £30 a month. It was later revamped into a discount-based model. However, the brand has faced scrutiny over frequent subscription changes, including removing a 20% food discount last year.

With competition in the coffee subscription space heating up—most notably from Leon’s £25-per-month rival scheme—Pret’s latest pricing decision signals a strategic effort to retain customers in an increasingly saturated market.

The Impact of Rising Coffee Prices

Pret’s reversal comes against surging coffee prices, driven by poor global harvests and supply chain disruptions. The cost of premium Arabica beans surged by 40% in 2024, with Brazil—one of the world’s largest coffee producers—hit by record-breaking droughts, while Vietnam faced severe damage from Typhoon Yagi. This global crisis has forced retailers, including significant coffee suppliers like JM Smucker (Dunkin’, Café Bustelo), to raise prices in response to rising costs.

Given these economic pressures, Pret’s decision to hold its subscription price steady appears to be a calculated move to retain consumer loyalty while absorbing increasing operational costs.

A Balancing Act Between Affordability and Profitability

Maintaining a low-cost coffee subscription while navigating rising costs presents a delicate challenge for Pret. The chain’s UK and Ireland Managing Director, Clare Clough, previously admitted that aspects of the original subscription model had seemed “too good to be true.”

The ongoing adjustments to Club Pret suggest a brand still fine-tuning its loyalty strategy, balancing consumer expectations with financial viability. The question remains: Can Pret sustain this pricing model long-term, or will further changes be inevitable?

As the coffee subscription battle intensifies, Pret’s next moves will be closely watched by consumers and competitors eager to claim a more significant share of the high-street coffee market.