Waitrose has introduced a new initiative within its myWaitrose loyalty program by offering complimentary treat vouchers to shoppers. These “Little Treat” vouchers are currently being tested in 18 stores, and customers can unlock them by spending £50, £100, and £250. Each customer can potentially receive up to three vouchers per month, with the count resetting at the beginning of each month.
The vouchers provide access to free products or discounts on future supermarket purchases. Waitrose has clarified that these vouchers will not replace existing loyalty scheme perks, such as complimentary hot drinks, discounts on select service counter items on designated days, and promotions on Uber Eats.
Nathan Ansell, the chief customer officer at Waitrose, expressed that the introduction of “Little Treats” aims to appreciate their loyal customers by offering surprises that could range from delightful products to practical items or things that bring a smile. He emphasized that these treats serve as a token of gratitude to the My Waitrose members, highlighting their belonging to a unique community of food enthusiasts.
In a related development, Waitrose now permits customers to borrow a reusable coffee cup when they redeem their complimentary drink. Customers are required to return the cup within a week to a specified drop-off location; failure to do so may result in a £3 charge. This initiative, initially tested in nine stores, enables shoppers to simply scan their MyWaitrose card to participate in the “Borrow a Free Cup” program.
While customers still have the option to use their own cups, as long as they fit under the self-service machine nozzle, Waitrose reinstated free tea and coffee for loyalty cardholders in January of the previous year, regardless of making a purchase at the store. The company communicated this change via email, ensuring customers they could enjoy their complimentary hot drink without any prior purchase.
Previously, myWaitrose members were required to make a purchase to claim their free beverage. Moreover, Waitrose disclosed plans to inaugurate its first full-scale supermarket in seven years. The parent company, John Lewis Partnership, announced a substantial investment to expand its supermarket division further, with the new store slated to open in Brabazon, a new community in North Bristol, by 2027.
The forthcoming 30,000 square foot store, developed in collaboration with YTL Developments, is anticipated to generate approximately 150 job opportunities.
