#64: Pret Bets on Subscriptions

Amidst unprecedented changes in consumer behaviour as a result of the covid pandemic, Pret a Manger has become the first major UK brand to launch a subscription programme for coffee customers. Its “YourPret Barista” programme is an impressive strategy designed to tempt customers into new behaviours by subscribing to a monthly package of unlimited coffee. Listen to this episode to hear the strategic thinking driving this concept – another example of the power of subscription programmes to drive “extreme loyalty.