Vicky Parry
23rd Jan 2025
Waitrose brings back free coffee for loyalty scheme members
Waitrose has announced the return of free coffee for all members of its MyWaitrose loyalty scheme, even if they don’t make a purchase in-store. Starting from 27 January, customers can enjoy one complimentary hot drink a day by simply bringing a reusable cup.
The reinstatement of this popular perk, first introduced in 2013, marks a significant move by the supermarket to enhance its loyalty offering. Previously, the scheme required an in-store purchase, but this requirement was removed during the Covid pandemic.
Responding to customer feedback, a Waitrose spokesperson stated, “Some of our members prefer to have their free coffee before or during their shopping trip, so we are offering more flexibility with this new policy.”
Although the free coffee offer was initially well-received, it also faced criticism for attracting certain types of customers to the stores. Despite this, the current CEO of Waitrose, Jason Tarry, has decided to fully reinstate the original policy introduced under Dame Sharon White.
Notably, police officers are the only other group eligible for free Waitrose coffee without a purchase, as part of an initiative to deter shoplifting. This move has been praised by the West Mercia Police Federation for its positive impact on store security.
Previously criticized by Labour politicians for potential negative effects on independent coffee shops, the free coffee offer at Waitrose has remained a contentious issue. However, with its reintroduction, the supermarket aims to strengthen its relationship with loyal customers and provide added value through its loyalty scheme.