The Subscription Offer

Pret A Manger has relaunched Club Pret, its monthly beverage subscription, with an expanded drink menu and a new pricing structure designed to pull repeat visits from urban commuters and office-day regulars. At $50 per month — less than $2 per day by the chain's math — members unlock up to five barista-made drinks daily across organic coffees, teas, lattes, hot chocolates, and newly added matcha drinks, served hot or iced in any size. Every drink can be customized with unlimited syrups, compotes, and extra espresso shots at no added charge. Members also get 20% off the full Pret food menu. New subscribers can try the first month free.

The program is a direct bid to convert single-visit foot traffic into high-frequency loyalty members — a strategy that mirrors what convenience and quick-service operators have chased through app-based dispensed-beverage clubs for the better part of a decade. For Pret, which operates more than 730 shops across 21 markets worldwide, the subscription model anchors the daily beverage ritual to a specific brand rather than letting commuters spread wallet share across competitors.

The Launch Event

To mark the relaunch, Pret will convert its Union Square shop at 857 Broadway in New York City into an after-hours venue on Friday, October 23, from 6 to 9 p.m. ET. The event is open to all comers and includes a red carpet entry, a live DJ, and complimentary espresso and matcha martinis. New York street artist Frank Ape (Brandon Sines) will unveil a bespoke mural on the shop's exterior featuring Pret drinks — the kind of experiential retail activation that chains increasingly use to generate organic social reach without buying media.

Club Pret members and on-site sign-ups will receive a limited-edition Pret x Frank Ape tote bag, redeemable by showing an active subscription in the Pret app at the door. Frank Ape will sign totes on-site, and five bags will contain a golden key good for one complimentary year of Club Pret membership.

Why Beverage Subscriptions Matter

Subscription-based dispensed-beverage programs have become a measurable traffic driver across the foodservice and c-store landscape. Chains that have deployed similar models report outsized visit frequency among enrolled members versus non-members, and the daily drink entitlement functions as a built-in visit prompt that email or push-notification marketing rarely replicates. For Pret, which competes in the premium quick-service coffee segment against both specialty chains and increasingly capable c-store foodservice programs, the upgrade — particularly the addition of matcha to the eligible drink roster — signals awareness that the afternoon beverage occasion is expanding well beyond coffee.

Felipe Athayde, President of North America at Pret A Manger, framed the relaunch around flexibility: "We've given Club Pret a serious upgrade, with more value and more flexibility in how you enjoy your daily Pret fix." The five-drink-per-day ceiling is generous enough to cover a solo commuter's full day of beverage occasions, which raises average ticket contribution from loyalty members without requiring a cashier interaction on every visit.

For trade operators tracking premium dispensed-beverage trends across channels, the Club Pret model is worth watching as a benchmark for what a monthly subscription can command when the drink quality and customization depth justify the price point.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.