Pret A Manger angers many by changing the deal it offers in a new coffee subscription plan. From next month, the chain is shifting from five daily coffees for £30 a month to five half-price coffees for £10 a month. The effect has been a backlash on social media, although some experts think it might prove a good move.

Many Pret A Manger customers are outraged. In an almost cavalier move, the coffee and sandwich shop has announced changes to its coffee subscription plan. Right now, for £30 a month, subscribers are able to get up to five coffees every day. All of that is changing in September. For £10 a month, customers will only be able to get five half-price coffees a day. And gone is the 20% discount on food.

This did not go down well with existing subscribers, who turned to social media to vent their anger. One person described the move as “massive, monumental”—another said they would begin frequenting other coffee shops. Some described it as a “big, big mistake” and an “own goal.” They feel the change is a bad decision that will cost Pret lots of money.

One customer asked, “Will you pass on the feedback about this outrageous decision to Clare Clough? She just lost Pret millions of pounds with one email.” Another said, “Sad day with subscription news, how exactly is the new offering simpler? It’s a no from me come September.”

However, independent retail expert Natalie Berg has backed the move. She told the BBC that although Pret was right to reward its loyal customers, the old plan “alienated everyone else.” She said, “Consumers today want immediate value. They shouldn’t need a calculator to work out if they’re getting a good deal.”

She also referred to the initial subscription plan, which began during the pandemic, as “commendable.” But she wondered how many actually drink five cups of coffee every day. She feels this new plan sends a much stronger value message and should help Pret attract more customers. Ms. Berg mentioned that other brands, such as Leon, are also getting away from complicated reward schemes, moving to simpler pricing with rewards.

In an email to customers, Pret’s managing director, Clare Clough, said the coffee subscription was brought in during the Covid pandemic as an “innovative way” to keep on customers and attract new ones. It is now time for it to be rethought, according to her. “Given the majority of our customers are not Club Pret subscribers, our priority now is to focus on better value for everyone,” she added.

The reaction has been huge ever since the change was made. Though current subscribers do seem quite frustrated, experts believe that in the long term, it might actually work for good for Pret. People might be more easily convinced to take a simple and more reasonable-value plan. But it remains to be seen if this new plan can be a success. Will Pret A Manger’s customers accept the new changes or move elsewhere for their cup of coffee?