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Major supermarket Waitrose is reintroducing free coffee for loyal shoppers after a two-year hiatus. The practice was last seen in the supermarket in June 2020 during the pandemic.
A successful trial scheme took place earlier this year whereby free coffee was reintroduced at some stores in the UK.
It will return to Waitrose stores on November 7, and MyWaitrose customers will be able to claim a hot drink once per day.
This includes Americanos, lattes, cappuccinos or tea with their purchase.
This comes at a time when Britons are feeling the crunch amid the cost of living crisis.
Many are changing up their shopping habits by relying more heavily on cheaper supermarkets rather than their pricier counterparts.
According to the Retail Gazette, Waitrose reported a statutory loss of £2.3m for last year.
This was its first loss in 10 years, and was down to the supply chain crisis as well as Covid-related issues.
The cost of living crisis will have only compounded this issue further.
However, this reward for customers who have stuck with Waitrose will hope to increase loyalty to the supermarket.
It may also attract former customers who have decided to shop elsewhere currently.
As for where the hot drinks are going to come from, Waitrose has teamed up with Caffe Nero, another British staple.
The Nero Roasting Company will therefore be supplying the coffee beans to the supermarket.
There will be no minimum spend for MyWaitrose customers to claim the deal.
But shoppers who are not MyWaitrose members will not have to miss out on the hot drinks as the colder months approach.
They can also purchase the drinks on offer, with tea from £2.25 and coffees from £2.35.
The free coffee offer was first brought in for all cardholders in 2013, and even those who had not bought anything in the store could redeem a free drink.
However, in 2017, Waitrose stated that shoppers would need to buy something before claiming their free drink.
Charlotte Di Cello, the Commercial Director for Waitrose shared her excitement about the supermarket’s reinstatement of free coffee.
She said: “Our customers loved the myWaitrose free coffee offer, so we’re really excited to bring it back, with premium beans from The Nero Roasting Company.
“The partnership is an ideal fit, helping customers enjoy quality coffee both in store or at home – with even more benefits in the pipeline,” reported the Daily Mail.
Express.co.uk has contacted Waitrose for comment.
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