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As extra firms order their workers back to the office, queues at espresso retailers in London are positively getting longer.
With a lot of the capital’s chains charging round £4 a cup, it’s additionally an costly behavior. So when my caffeine-loving FT colleague Katie Martin challenged me to research how a lot money and time might be saved utilizing espresso apps, I gleefully accepted.
As a skinflint who’s pleased to drink the free espresso within the FT canteen, I confess this new wave of apps providing “skip the queue” click on and acquire ordering had hitherto handed me by. Each chain from Greggs to Gail’s Bakery now has its personal app, making it potential to pre-order and pay for a espresso in your approach into work, then sail to the entrance of the queue and seize the cup together with your identify on it from the gathering level once you get there.
If , . However the shade that was forged on me by queueing commuters at Clean Avenue Espresso at Liverpool Avenue station after I swanned in simply earlier than 9am, picked up my pre-ordered pistachio latte (additional sizzling) and breezed out once more seconds later. Apart from the comfort, enormous competitors within the “to go” sector means most apps have the added bonus of loyalty factors, cut-price provides and the occasional freebie to entice returning workplace employees. So which of the present crop of offers could be best for you?
The reply relies on the energy of your love for varied espresso manufacturers (and their associated meals choices) in addition to your love of a discount. However earlier than I spill the beans, let’s think about why app-based ordering is turning into so ubiquitous.
The “free lunch” for the espresso chains is all the shopper knowledge they acquire. The entire apps I signed as much as requested me to allow notifications and placement companies (even when this was solely used to search out close by shops whereas the app is open). If you’d like all the provides, you need to decide into advertising communications. Organising an account to order forward, pay and acquire factors requires offering private knowledge together with an elective date of beginning (most chains provide a free birthday deal with). The apps’ Ts & Cs will clarify how your knowledge will probably be used, if certainly anybody bothers to examine.
However these insights into buyer habits energy higher enterprise forecasting. “There’s an entire business increase round this, and it’ll solely get higher with AI,” says Steve Dresser, founding father of the Grocery Perception consultancy. Incentivising clients to pre-order in designated time slots will assist stagger demand and inform staffing fashions. “There’s nothing worse than idle palms in tight-margin companies like hospitality and retail,” he says, noting the latest rise in employer’s nationwide insurance coverage prices.
To my amazement, the entire click on and acquire orders I made at totally different chains had been prepared and ready for me. A few of my Instagram followers grumble that on-line orders are prioritised over queueing clients. As app-based ordering takes off, the execution threat will develop. Plus, chains should spend money on first rate know-how. A fast look at app retailer critiques reveals caffeine hungry clients have zero tolerance of glitchy, clunky interfaces.
Forgo the comfort of ordering forward, and taking a reusable cup nonetheless nets you a reduction of £1 at Pure, 50p at Pret and M&S Cafes; 45p at Black Sheep and 25p at Starbucks and Greggs. Each Costa and Caffè Nero will provide you with an additional loyalty stamp, which means your sixth espresso is on the home.
If chains get it proper, the grail is buyer retention. Greggs says its rewards app is now used for one in 5 transactions, and that customers go to rather more continuously. When you don’t order for some time, count on chains to ping you with a suggestion to tempt you again. And earlier than you obtain any of those apps, ask a good friend or colleague with the identical style in espresso to ship you a referral code — this could internet you every an additional freebie.
Spilling the beans on one of the best espresso app offers
Pret A Manger With a £5 month-to-month subscription, be a part of the Half Value Espresso Membership and rise up to 5 half-price sizzling or iced drinks each day. Purchase anything and earn a “Pret Perks” star. Ten stars unlock a free deal with. No pre-orders.
Caffè Nero Accumulate 9 digital loyalty stamps for a free espresso; reusable cup customers get two stamps per order. Hyperlink your My Waitrose loyalty card for an additional free espresso and 25 per cent off chosen meals and drinks.
Leon The “Roast Rewards” subscription is £25 a month, with 5 free coffees per day and 20 per cent off meals, with an additional free reward for each £30 you spend.
Greggs A welcome freebie drink for downloading the app; acquire 9 digital stamps on varied menu gadgets to earn a tenth one free, plus frequent “double stamps” promotions. Espresso priced from £2.05 per cup (don’t knock it till you’ve tried it).
Gail’s Bakery A free espresso or loaf of bread (value as much as £5.20) only for signing as much as the app, plus a free espresso or loaf for each tenth buy. Orders above £20 get an additional stamp; refer a good friend for extra free bread.
Starbucks Earn 10 stars for each £1 spent; get a free drink each 500 stars; gold members (2,500 stars) unlock free extras.
Costa Purchase a drink, earn one “bean”; change 10 for a free drink. Double beans awarded when you convey a reusable cup.
Clean Avenue Earn one loyalty level per eligible merchandise; 10 factors get you a free merchandise.
Joe & the Juice The most complex loyalty app ever with factors, secret provides and 4 “tiers” with high-spending clients granted quick observe pre-ordering.
WatchHouse Accumulate six digital stamps and get a espresso on the home (the most costly “rarities” coffees on the menu value £21).
Espresso Membership Get 25 per cent off espresso at Black Sheep, Soho Espresso and others with an annual subscription to this app, at present £9.95 when you purchase it by way of the Time Out website (you must scan and pay in retailer).
Others Octopus power clients with a wise meter get a free weekly espresso in both Caffè Nero or Greggs by way of the “Octoplus” rewards part of its app. Three Cellular clients get a weekly £1 coffee at Caffè Nero and different native chains with the Three+ rewards app. Purchase chosen merchandise at Compare the Market and get 25 per cent off espresso and pastries at Caffè Nero by way of the Meerkat app. Fortunately for this FT guinea pig, decaf espresso can be out there.
Claer Barrett is the FT’s shopper editor and writer of the FT’s Sort Your Financial Life Out publication sequence; claer.barrett@ft.com; Instagram and TikTok @ClaerB
