Waitrose has announced the return of its popular free coffee scheme for loyalty card members, even for those who do not make a purchase in-store.

From 27 January, members of the My Waitrose scheme can claim a complimentary hot drink daily, provided they bring their own reusable cup.

The decision marks a return to the perk first introduced in 2013, which saw the upmarket grocer become the second-largest provider of coffee in the UK. However, after criticism from some customers over long queues and concerns about attracting "freeloaders", the policy was revised in 2017 to require a purchase. The scheme was later suspended during the pandemic, only to be partially reinstated in 2022 for paying customer, though Waitrose has been offering free hot drinks to police officers, which the company described as part of an initiative to reduce shoplifting.

Waitrose's move comes amid growing competition with rival Marks & Spencer (M&S), which recently overtook Waitrose in grocery market share for the first time outside the Christmas season. According to Kantar, M&S grew its market share to 4.03 per cent in November 2023, while Waitrose’s share fell to 3.91 per cent, down from 4.02 per cent the previous year.

A Waitrose spokesperson said: “Some of our My Waitrose members like to have their free coffee before or during their shop, rather than afterwards, so we are just offering a bit of flexibility in response to customer feedback.” The grocer also emphasised the importance of sustainability, with all customers required to use their own reusable cups.

The reintroduction of the scheme is widely seen as a strategic move by Waitrose to win back middle-class shoppers from M&S. Jason Tarry, who took over as chairman of Waitrose last year, is tasked with reversing the company’s decline. Tarry replaced Dame Sharon White, who had faced criticism for her handling of the John Lewis Partnership, which owns Waitrose.

While many customers have welcomed the return of the free coffee offer, the scheme has historically attracted controversy. In 2013, Buckingham-based Gelateria Gazzeria lodged a complaint with the Office of Fair Trading, claiming the scheme harmed small businesses, though no action was taken. Former shadow communities minister Andy Sawford also labelled the scheme a threat to the high street, a claim Waitrose dismissed as “nonsense.”

The coffee perk is only available at Waitrose supermarkets and excludes petrol station stores. Members of the loyalty scheme can also enjoy other benefits, including discounts at the cheese counter on Thursdays.

---