NEW CLUB PRET OFFERING SHOWING EARLY SIGNS OF SUBSCRIBER DOWNTURN
Today’s Club Pret subscription continues to give customers 5 drinks a day and an additional 10% off food, but at an increase from £25 to £30 per month. The subscriber offering has changed multiple times over the last three years with a steady incline in subscribers…until now?
CUSTOMER LOYALTY AMONG SUBSCRIBERS ON THE RISE WITH ADDITIONAL 10% DISCOUNT ON FOOD
Share of café spend at Pret among Pret customers is showing increased loyalty among subscribers while nonsubscribers are trending flat. Pret share of café spend is 97% for subscribers and 69% for nonsubscribers.
NONSUBSCRIBERS ARE SPREADING THEIR CAFÉ SPEND ACROSS THE COMPETITION
While non-subscribers still place the majority of their spend at Pret, significant business is being lost to Starbucks, Costa and Greggs. Starbucks is 50% more popular than Costa for both Pret subscriber and nonsubscribers.
LAPSED PRET SUBSCRIBERS SHOW A CLEAR DECREASE IN THEIR TOTAL CAFÉ SPEND
Lapsed subscribers overall have not moved their café spend across to other competitors, suggesting the £5/month increase in price perhaps served as a reminder to cancel their subscription.
Here you can see that the drastic decline in café spend among lapsed Pret subscribers aligns with some increased spend across the main competitors, however there is still a gap in the overall café spend across the top 6 merchants..
FABLE DATA CORRELATES >97% ACROSS THE RESTAURANT SECTOR WITH EXTERNAL SOURCES
Fable Data achieves high levels of accuracy at the most granular levels. Using publicly available benchmarks, we see high correlations against ONS sectors as well as publicly reported individual merchant performance.
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