PROGRAM CARD - Pret Perks / Club Pret

Program name: Pret Perks / Club Pret
Distinction: pioneer of coffee subscriptions in QSR
Brand / operator: Pret a Manger
Family / owner: JAB Holding Company (JAB Consumer Fund; owner since 2018)
Industry: gastronomy / QSR
Model for the industry: yes
Market: UK (main program); Club Pret also available in the USA (local version)
Related programs: none - Pret Perks and Club Pret are two connected components of a single loyalty ecosystem under the same brand
Status: active
Legal / temporal status: no restrictions
Launch year: 2020 (Club Pret/YourPret Barista); 2021 (Pret Perks - beta 30.11.2021, full rollout 2022); last major change: September 2024 (Club Pret overhaul - dropping free drinks in favor of a 50% discount)
Main type: subscription
Additional type: member-benefit
Cost of joining: Pret Perks - free; Club Pret - £5/month (no minimum term, can be cancelled at any time)
Channels: mobile app (iOS/Android), online (Click & Collect)
Reach: no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): retention (high)

Descriptive sections

0. Summary

Pret a Manger has built a two-layer loyalty ecosystem: the free Pret Perks program collects stars for every purchase and exchanges them for personalized free products, while the paid Club Pret subscription (£5/month) offers a 50% discount on up to five barista drinks per day. The program pioneered the coffee subscription model in European QSR and had a lasting impact on the industry.

1. Objectives and context

Club Pret was launched in September 2020 as a response to a 60% drop in sales during the pandemic - the subscription was meant to bind customers to the brand and provide predictable revenue. Pret Perks (2021) added a layer of data and personalization. Main KPIs: retention and increased visit frequency among subscribers.

2. Target group

Primarily office workers and students who regularly visit Pret near their workplace or university, especially in large UK cities. Club Pret is worthwhile for people buying at least 3-5 drinks per month; Pret Perks is aimed at a broader base of occasional and regular customers.

3. Architecture and type

Registration: The customer downloads the Pret app and creates a Pret Perks account (free) or purchases Club Pret (£5/month) - both tiers are available in the app and on the website.
Collecting stars (Pret Perks): For every purchase over £1.99 (scanning a QR code from the app at the checkout or via Click & Collect) the customer receives 1 star; 1 star for registration; Club Pret subscribers get 2 stars per month on renewal and an extra star for every food purchase with a barista drink.
Reward redemption (Pret Perks): After collecting 10 stars the customer unlocks a reward - a free product from a predefined category matched to purchase history; the reward must be redeemed within 30 days (in store or via Click & Collect).
Subscription (Club Pret): Scan a QR code for each barista drink; a minimum 30-minute gap between consecutive scans; up to 5 drinks per day at 50% off; does not apply to ready-made chilled drinks.

4. Earn & burn mechanics

Accrual: 1 star per purchase ≥ £1.99 (Pret Perks); Club Pret: 2 stars/month on renewal + 1 for a food purchase with a barista drink
Threshold and redemption: 10 stars = 1 free product (category personalized by purchase history)
Reward forms: free product from Pret's offer (Pret Perks); 50% discount on barista drinks up to 5 times per day (Club Pret)
Point expiration: stars expire after 12 months without a qualifying purchase; an unlocked reward is valid for 30 days from the moment it is granted

5. Emotional value

Pret builds a sense of belonging and daily ritual - a well-known brand with a distinct identity (sustainability, natural ingredients, well-being). Club Pret strengthens the relationship through a sense of privilege: a daily drink at "your" café at a lower price turns the customer into a regular rather than a casual visitor.

6. Gamification

The star system with a clear threshold (10 stars) creates the effect of approaching a reward.
Reward personalization in Pret Perks (matched to purchase history) raises the subjective value of the perk.
The 30-minute limit between Club Pret uses prevents abuse while setting a rhythm for visits.
The time-limited validity of the reward (30 days) exerts gentle pressure for a quick return to the store.

7. Differentiation

Pret was the first QSR in Europe to roll out a paid monthly coffee subscription at scale (2020), outpacing imitators by years. Combining a subscription (Club Pret) with a transactional star program (Pret Perks) creates a hybrid model rarely seen in gastronomy: the customer is simultaneously a "subscriber" and a "collector," which generates two different retention mechanisms at once.

8. Data and personalization

Data collected through the app: purchase history (products, location, time of day, channel), registration data, phone number.
Pret Perks requires marketing consent to activate the account; Club Pret requires payment details.
Reward personalization in Pret Perks is based on real purchase history - the reward category is matched to the customer's preferences.

9. Technology

Pret app (iOS / Android) with a QR wallet; Click & Collect support in the app.
Loyalty platform: Eagle Eye AIR (real-time earning & redemption).
Integration with the POS system: Oracle MICROS Simphony POS (real-time QR scanning at the checkout).

10. Communication and lifecycle

Communication channels: in-app push notifications, email (purchase confirmations, information about stars and rewards, subscription QR).
Onboarding: 1 welcome star after registering with Pret Perks; a Club Pret subscriber receives a QR code by email and in the app immediately after signing up.
Retention: monthly subscription renewal with automatic charging; push reminders about an upcoming reward expiration (30 days); stars expire after 12 months of inactivity (motivation to return).

11. Conclusion / inspiration for the almanac

Pret proved that a coffee subscription can work in mass-market QSR and force a change in customer behavior: from occasional visitors into regulars. Key takeaway: a simple, low subscription price point (£5) removes the barrier to entry and builds a habit - it is a more effective retention mechanism than points, because it engages the customer up front, before the purchase.

Sources: pret.co.uk (Club Pret and Pret Perks program page); eagleeye.com (implementation announcement); becleverwithyourcash.com (Club Pret review, updated July 2025); bakeryinfo.co.uk / retailgazette.co.uk (£5 pricing decision, February 2025); latestdeals.co.uk (program mechanics); headforpoints.com (Pret Perks launch 30.11.2021)
Terms (link): https://www.pret.co.uk/en-GB/pret-perks-rewards
Entry compiled on: 2026-06-18

Pret Perks / Club Pret