When a whole latte love goes cold why Pret might regret its loyalty programme [Video]

The high street coffee and sandwich brand is hitting the headlines and stoking furious complaints on social media because of recent changes to its loyalty program.

Launched in September 2020, the scheme enticed customers back to its branches as offices did too, with the promise of water-cooler moments and bring your lockdown puppy to work incentives.

The dopamine effect of caffeine makes us feel momentarily better, and the launch of a new subscription model in coffee loyalty felt like a really good deal. When customers had to spend money again on commuting, at least they could save money on that human essential – coffee.

£20 a month for five coffees a day (oh, and 20% off posh pickle baguettes and other food) was a bargain.

Even for two days a week in the office, that’s less than a pound per cup, even if you have two coffees a day. Over …