Brand’s new platform succeeds ‘Coffee Pass’ U.S. test that ended in July
Pret A Manger USA has launched a new Pret Coffee Subscription in New York City and Washington, D.C., the company said Thursday.
The London-based division of JAB Holding Co., which owns Panera Bread and other brands, said the Pret Coffee Subscription allows subscribers to pay one monthly fee for access to coffees and teas up to five times a day. The subscription platform comes after a test of Pret’s “Coffee Pass” program that ended in July.
“After seeing success in the U.K. market, Pret A Manger is eager to offer its U.S. customers a program with similar benefits, starting with a free first month for all new subscribers,” the company said.
Customers can choose between the Premium Plan at $29.99 a month or the Classic Plan at $19.99 a month for any size, hot or iced, with no additional charge for plant-based milks. Each new subscriber will automatically receive a free first month at sign up.
The Premium Plan includes all espresso-based, barista-made drinks, including lattes and cappuccinos, as well as organic coffees and teas with an additional espresso shot or flavor syrup add-on. The Classic Plan includes all coffees and teas with a flavor syrup add-on. Both plans include hot or iced drinks of any size with any dairy milk or non-dairy milk-alternatives.
“We used ‘Coffee Passes’ as a test in the U.S. market to see if there was interest in a program like this,” a spokesperson said. “They were only able to be purchased in our shops and customers had to purchase a new one each month. Our Coffee Pass program ended on July 23 to make room for our shiny new Pret Coffee Subscription.”
The Pret A Manger spokesperson said customers can order up to five drinks a day, with only a 30-minute wait between orders. Previously, it was a wait of one hour between orders. The Classic and Premium Plans will now auto-renew and include other benefits, such as online account set-up and management and upcoming capabilities to send gifts.
“We are thrilled to be launching the Pret Coffee Subscription here in the U.S.,” said Jorrie Bruffett, president of Pret A Manger USA, in a statement. “We recognize our customers’ need for ease, flexibility and value, and this subscription model will be able to provide that.”
Bruffett said the company had also invested in new technology that helps the rollout of the subscription program.
“This innovation in technology comes with a new app redesign and more exclusive perks to be launched later this year,” Bruffett said. “As offices in New York City and Washington, D.C., continue to open, we look forward to welcoming back residents, commuters and visitors into our shops.” The new mobile app will allow customers to make purchases, manage subscriptions and order ahead for pickup, she said.
In February 2020, Panera Bread, also owned by JAB Holding, launched an $8.99 per month coffee and tea subscription program for its MyPanera loyalty program members.
Quick-service restaurants are also testing subscription programs. Taco Bell, the quick-service Mexican division of Yum Brands Inc., announced this week that it was testing a limited time, in-app-only taco subscription program. Customers of select stores in the Tucson, Ariz. region that sign up between now and Nov. 24 can get one free taco per day for 30 consecutive days.
Pret A Manger USA, with many units in city urban business centers, was heavily impacted by COVID-19 pandemic restrictions. In July 2020, the company announced it would close 17 U.S. locations, including all of its outlets in Boston and all Chicago units except one at the University of Chicago. The company also closed 30 Pret locations in the United Kingdom.
Pret currently has 32 locations in New York City and six in Washington, D.C., a spokesperson said.
Update Sept. 17, 2012: This story was updated to include current unit counts.
Contact Ron Ruggless at [email protected]
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