LONDON, UK – Some Waitrose customers are concerned a loyalty card scheme that entitles people to a free hot drink is attracting the “wrong” type of clientele “bringing down the image of the store”. For months, the upmarket chain has been giving complimentary hot drinks to loyalty card holders – even if they do not make a purchase.
Shoppers holding a myWaitrose loyalty card can choose from a selection of hot drinks including tea, lattes, mochas, Americanos and cappuccinos.
Angry shoppers used Facebook and Twitter to vent their frustration, arguing that handing out free drinks is turning Waitrose into a soup kitchen and the stores are packed with less affluent customers, which is putting some customers off.
They also say giving out drinks is dangerous because some customers are carrying their cups of scalding hot coffee around the aisles as they shop.
This follows earlier complaints that Waitrose is overly tolerant of less affluent ‘chavs’ and does not do enough to control the bad behaviour of their children.
Last week it was revealed that the popularity of the myWaitrose card offer has made the retailer the second largest provider of coffee in the UK, with its stores shifting one million cups a week.
Mark Price, head of Waitrose, defended the scheme insisting that customers prefer immediate rewards, such as grabbing a free cup of coffee on their way to work, to collecting points.
According to the supermarket, “nothing says welcome more than a lovely cup of coffee or tea”.
“The myWaitrose card is designed as a way of rewarding our established, loyal Waitrose customers as they shop. The vast majority of customers who enjoy a free tea or coffee are on a shopping trip to Waitrose at the time.”
