Which loyalty scheme is the least rewarding? Part 1 - Coffee.
These days everyone wants us to carry around one of their loyalty cards in our wallet but do we ever stop to consider which is best in terms of value?
Whilst that might sound like we would always disregard quality over value, we all have our favourite store or at least know which products we prefer. Therefore it would stand to reason that if a product offers less value it should probably be more rewarding.
As most of us cannot function without a triplo espresso every twenty minutes, coffee houses are big business. We took a look at 4 of the biggest UK chains to compare what you would need to spend in order to get the most in return*. To make it as fair as possible, we based our research on what you would need to spend on a latte in order to get back a free latte. This is what we found...
Caffè Nero run a stamp system whereby you get a stamp for every drink purchase. If you buy 9 drinks you get your 10th drink for free. The price of a latte is approximately £2.30 so you would need to spend £20.70 in order to get a free latte.
Starbucks changed their reward system not so long ago so that you have to build your loyalty bonuses to go from "Green" level to "Gold". The old loyalty bonus gave you free shot if you made payment with your prepaid Starbucks card. Now you would need to buy 15 cups of latte at (roughly) £2.60 per cup to get a free drink. That means an outlay of £39. When all else fails, you can always use online Starbucks vouchers.
By registering a Costa Coffee Club card you automatically earn 100 points. In order to claim a free drink you need to earn 215 points (115 after the 100 joining bonus). As you only earn 5 points per £1 spend, you would need to spend £43 on drinks to claim your free coffee 0r £23 after the bonus points.
It seems that Pret a Manger does not run a loyalty card inside their London store. The average price of a latte appears to be £2.10 and you would need to get 8 stamps on your loyalty card to claim your free drink. So that would be a rather lowly (in comparison) £16.80.
So, after all that it would seem that Pret a Manger offer the best reward system outside of London and Caffè Nero inside London. This leaves Starbucks and Costa Coffee to fight it out amongst themselves to determine who offers the worst value out of the "Big Coffee 4".
We can't say that we are surprised.
(* We managed to get an average price across stores but of course prices may differ by region)