Waitrose is introducing complimentary reward vouchers for customers as part of a significant revamp of its myWaitrose loyalty program.
The trial of “Little Treat” vouchers is taking place in 18 select stores, triggered when a shopper spends £50, £100, and £250. This allows Waitrose customers to earn up to three vouchers monthly, with the count resetting at the beginning of each month.
These vouchers grant access to complimentary items or discounts on future supermarket purchases. Waitrose has clarified that these perks will not replace current benefits of the loyalty scheme, such as free hot beverages, discounts on selected counter items on specific days, and promotions on Uber Eats.
Nathan Ansell, Waitrose’s chief customer officer, stated, “We are continuously enhancing and investing in our My Waitrose loyalty club to reward our members. ‘Little Treats’ is a way to consistently show appreciation to our growing base of loyal customers, whether through delightful products, useful items, or things that bring a smile.”
In a separate move, Waitrose has implemented a system where customers can borrow a reusable coffee cup alongside their free drink, with a week’s grace period to return it to a specified drop-off point, otherwise incurring a £3 fee. This initiative was initially tested in nine stores and requires shoppers to scan their MyWaitrose card for participation.
Customers still have the option to use their personal cups if they prefer, as long as they fit under the self-service machine nozzle. Last year, Waitrose reintroduced complimentary tea and coffee for loyalty cardholders, even without any purchase obligation.
Previously, myWaitrose members were required to make a purchase before claiming their complimentary beverage. In a strategic move, Waitrose announced plans to open its first full-sized supermarket in seven years, following a multi-million-pound deal with the John Lewis Partnership for further expansion. Set to open in 2027 in Brabazon, North Bristol, the 30,000 square foot store, developed in collaboration with YTL Developments, is anticipated to generate around 150 job opportunities.