Pret A Manger’s subscription service, initially set up to drive consumers back to stores during the pandemic, has delivered value far beyond that period.
Indeed, the appeal of its membership offer was identified by the brand as a key driver in its return to profit for the first time in four years in 2022.
As its subscription model matures, Pret’s priorities are changing too. Its UK head of marketing Becci Dive tells Marketing Week subscriber retention is increasingly core to its strategy – and that using Club Pret data for personalisation is paramount to its success. “Now that we’ve got a really stable base of people that are a part of Club Pret, how do we personalise that?” she asks.