Pret A Manger customers have reacted with anger after the coffee and sandwich chain announced it would be changing its subscription offer.
Under the current system subscribers can order up to five coffees a day for a monthly fee of £30.
But from September, Pret said it will instead offer up to five half-price coffees a day for £10 a month and also end its 20% discount on food.
The move has led to a backlash from current subscribers on social media, but a retail expert backed the move, saying the old model “alienated” non-subscribers.
Pret said it had “never really got comfortable” with the dual pricing system across its food products as it announced it was scrapping the current offer.
The chain refused to disclose how many Club Pret customers it has.
But subscribers criticised the move on social media, with one calling it a “massive, monumental” error and others saying they would switch to rival coffee chains.
One customer called it an “own goal” and a “big big mistake”.
Another added: “Will you be passing on the comments/feedback about this outrageous decision to Clare Clough who has just lost Pret millions of pounds every month with one email?”
“Sad day with subscription news, how exactly is the new offering simpler? It’s a no from me come September,” said a third customer.
However, retail analyst Natalie Berg told the BBC that while Pret was “right” to target and reward its most loyal customers, the chain had “alienated everyone else” in the process.
“Consumers today want immediate value. They shouldn’t need a calculator to work out if they’re getting a good deal,” she said.
Ms Berg said the original subscription service launched during the pandemic was “commendable”, but asked: “How many people really drink five coffees a day?”
“The new subscription model reinforces a stronger value message which should help Pret appeal to a wider audience,” she added, citing moves from competitors like Leon.
“Brands are moving away from overly complicated loyalty schemes in favour of simplified pricing and real-time rewards.”
In a letter sent to customers, managing director Clare Clough said the introduction of the coffee subscription during the Covid pandemic had been an “innovative way” to maintain customers and attract new ones, but said it was now time for a rethink.
“Given the majority of our customers are not Club Pret subscribers, our priority now is to focus on better value for everyone,” she added.