Waitrose is hoping to boost flagging sales by bringing back an old favourite – free hot drinks. The supermarket chain is one of a number of stores to have lost customers during the cost of living crisis, but is trying to woo people back through their doors with the offer of a free tea or coffee.
They abandoned the scheme – first introduced in 2013 – two years ago during the pandemic, but hope by resurrecting the perk, former consumers will start to return, reports the Mirror.
As food and energy costs soar, many shoppers are turning away from more expensive stores like Waitrose to discount supermarkets like Aldi and Lidl. John Lewis Partnership reported in September that Waitrose saw a £90million (five per cent) fall in profits in the six months to June, though profits still came to £432 million.
But Waitrose has decided to act. There is no minimum spend required, but customers must bring their own reusable cups. Shoppers must also have a myWaitrose loyalty card, or a tea will cost from £2.25 and a coffee from £2.35. The store says it will be offering higher quality coffee beans, having teamed up with Caffè Nero.
Customers will be able to choose from an Americano, latte and cappuccino. Charlotte Di Cello, commercial director for Waitrose said: “Our customers loved the myWaitrose free coffee offer, so we are really excited to bring it back, with premium beans from The Nero Roasting Company.
The offer is available from today (Monday, Nov 7) across Waitrose’s 331 UK shops, although not in service stations and garages. Will Stratton-Morris, chief executive of Caffè Nero UK, which has 650 stores, said it “feels like a natural collaboration, with customers of each company getting mutual discounts and benefits”.
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