GB: Waitrose’s members-only free hot drinks offer is back – Which shoppers would be interested?

On 7 November 2022, Waitrose will reintroduce its free hot drinks offer for its myWaitrose loyalty cardholders after a two year hiatus. myWaitrose members can claim a free cup of coffee or tea once a day, in a reusable cup they bring along, after making a purchase in store. The retailer had paused the offer in the early months of the pandemic. The offer is in partnership with Caffè Nero’s Nero Roasting Company.

But what motivates Waitrose’s customers to sign up for loyalty programmes?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - currently, Tesco Clubcard is in the lead with most Britons (60%) subscribing to it. About 14% of Britons subscribe to myWaitrose.

While 77% of Waitrose customers subscribe to loyalty programmes to benefit from in-store/online discounts and offers, 36% of customers sign up to avail free products, services, experiences or privileges. Comparatively, 28% of Britons take loyalty programme memberships for freebies as well.

The retailer is bringing back this offer amid the cost-of-living crisis. In addition to appealing to the members that wish to benefit from free products, the offer could also find takers among 26% of myWaitrose’s customers that enroll in loyalty programmes to benefit from extra products, services, experiences or privileges.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.