Waitrose has announced the return of free coffee for all members of its myWaitrose loyalty scheme, even if they haven’t made a purchase. Starting from January 27, loyalty members will be able to enjoy one complimentary hot drink per day, provided they bring a reusable cup.
The offer, originally introduced in 2013, was modified in 2017 to apply only to customers who made a purchase. It was then fully suspended during the COVID-19 pandemic but is now being gradually reinstated.
A spokesperson for Waitrose explained that the decision to bring back the free coffee perk was in response to customer feedback. “Some of our members like to have their free coffee before or during their shop, rather than afterwards, so we are just offering a bit of flexibility,” they said.
When first launched, the offer was hugely popular, though it faced some criticism from existing customers who felt it attracted the “wrong type” of shopper. Despite the controversy, Waitrose began reintroducing the free coffee offer slowly under Dame Sharon White, the former chair of the John Lewis Partnership. After her departure in September 2024, Jason Tarry, who had a long tenure at Tesco, took over as the new chair and continued the gradual return of the perk.
The free coffee offer has also sparked political debate. In 2014, Labour MP Andy Sawford criticized the scheme, suggesting it could hurt local small businesses by drawing customers away from high street shops. At the time, Prime Minister David Cameron dismissed concerns about the offer.
Currently, the only other group able to receive a free coffee at Waitrose without making a purchase are police officers. Introduced in August 2023, the initiative was designed as part of a strategy to reduce shoplifting by maintaining a visible police presence in stores.
West Mercia Police Federation secretary Pete Nightingale supported the move, saying, “It makes sense from a business perspective because any police presence is bound to have an impact – either as a reassurance for shoppers or a deterrent for shoplifters.”
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