Project Overview
Objective
Redesign Pret’s subscription model to address customer dissatisfaction while boosting retention.
Key Issues Identified:
37% of subscribers felt drinks were “bad value”
Negative brand perception (subscription felt like a “chore”)
Long queues & drink unavailability (esp. on campuses)
Research Insights
From 6 interviews & 122 survey responses:
Pain Points:
“Hostile atmosphere” from customers rushing to redeem 5 daily drinks
No differentiated treatment for loyal members
Data Trends:
Negative correlation (-0.76) between subscription use and experience ratings
52% demanded flexible tiers (vs. rigid £30/month plan)
Strategic Framework
Applied the Wheel of Loyalty to:
Reduce Churn Drivers: Address queue times, drink availability, perceived value
Build Bonds: Tiered subscriptions + points system for customization
Enhance Foundation: Reintroduce campus programs with student-friendly pricing
Proposed Solution
Expected Impact
Tiered Subscription Model:
Essentials (£10): 1 drink/day (off-peak)
Boost (£20): 2 drinks/day (off-peak)
Premium (£30): 3 drinks/day + 20% off food
VIP (£40): 4 drinks/day + meal deals
Points System: Non-subscribers earn free trials; subscribers unlock higher tiers
Queue Time: Reduced by 40% (fewer redemptions per user)
Perceived Value: Improved via flexible pricing (WTP gap closed)
Campus Engagement: 60% of students expressed interest in revived program