Pret’s in-store subscription to stay at £5 per month as the food-to-go and coffee chain seeks to better compete with rival offers and stay ahead in the increasingly value-focused UK branded coffee shop market
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Keeping Club Pret at £5 is the latest move by Pret A Manger to compete on value-for-money | Photo credit: Pret A Manger
Pret A Manger has dropped plans to double the cost of its Club Pret subscription in the UK from £5 ($6.20) to £10 ($12.39) a month.
The coffee and food-to-go chain previously planned to increase the cost of the loyalty programme, which offers subscribers 50% off up to five barista prepared beverages a day, at the end of March 2025 as part of a significant revamp of its subscription first announced in September 2024.
“Our Club Pret monthly subscription fee will remain at just £5. At Pret, we believe in offering high-quality, organic coffee and barista-made drinks at fantastic value,” Pret said in an email to subscribers.
London-based Pret A Manger has struggled to find a winning formula for its in-store beverage subscription programme since launching the first iteration in September 2020. Originally priced at £20 ($26) a month, Pret A Manger has changed the price and scope of the model several times – most notably adding 10% off food and snack items in April 2023 for a revised £30 ($37.40) before scrapping the move just over a year later.
The Club Pret prize freeze comes amid increased competition from fellow London-based coffee and food-to-go chains LEON and Yolk, which both launched in-store beverage subscription programmes in 2024.
LEON launched its £25-a-month ($31.89) Roast Rewards subscription in May 2024, promoted as the ‘most affordable’ on the UK high street. The programme offers customers up to five barista-made beverages a day alongside a 20% discount on its breakfast and all-day food menu.
Yolk’s BrewClub beverage subscription, launched the following December, offers customers a 50% discount on all barista-made beverages for £10 ($12.74) per month or three barista-made beverages per day with double loyalty points for £40 ($50).
Keeping Club Pret at £5 is the latest move by Pret A Manger to compete on value-for-money. In February 2024, the JAB Holding-backed business reduced the price of six of its best-selling sandwiches in the UK by an average 12% and said it was looking for further opportunities ‘to bring down prices where possible’.
World Coffee Portal’s Project Café UK 2025 report shows that price consciousness is now considered by UK coffee shop industry leaders as the most important consumer trend currently affecting the market, with only 30% of consumers surveyed agreeing that coffee shop beverages generally represent good value for money.