Waitrose issues message to shoppers who visit stores 'without buying anything'
Waitrose is bringing back free coffee for shoppers without need to buy anything. Waitrose is once again planning to use the lure of free coffee to entice shoppers into its stores, even if they do not make a purchase.
The company told the 9 million members on its My Waitrose loyalty scheme that they would again be entitled to a complimentary americano, cappuccino, latte or tea once a day regardless of whether they bought anything – as long as they have their own reusable cup.
In a statement, Waitrose said: “Some of our My Waitrose members like to have the free coffee before they shop or during the shop, rather than afterwards, so we are just offering a bit of flexibility in response to customer feedback.”
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In 2014, the then shadow communities minister, Andy Sawford, said the free coffee offer could “further destroy the British high street” and take business away from small coffee shops; but the then prime minister, David Cameron, said he did not know what “people were complaining about”.
It comes after Waitrose announced plans to scrap its free newspaper for loyalty customers. Previously, all myWaitrose shoppers were able to claim a free newspaper when they spent £10 or more in store or online at the supermarket.
At the time, a Waitrose - which is rivalled by the likes of Tesco and M&S - spokesman said: "Our newspaper offer was retired in February 2022, as it was only being used by 5pc of customers. A small number retained the offer as a temporary goodwill gesture, but we’re phasing these out to invest in rewards that benefit all members. These customers will get additional rewards over the coming weeks to thank them for their loyalty, as well as our wider benefits, like free hot drinks and personalised offers, which remain hugely popular."