Why Waitrose’s free coffee scheme isn’t all it seems
First introduced in 2013, Waitrose’s free coffee loyalty scheme has long been a fan favourite. And now, it’s going back to its roots, offering shoppers a daily, complimentary cup of Joe – even if they don’t purchase an item in store.
This will no doubt come as welcome news for some of its 13.7 million UK customers (especially those who were up in arms when the rules around the scheme changed in 2017 and again during the pandemic when it was paused).
For others, perhaps not so much. When it was first brought in, some customers complained that the scheme attracted the "wrong type" of clientele to the store. Former Labour MP Andy Sawford also said that the programme diverted business away from other shops and would "further destroy the British high street".
Of the reinstated scheme, a spokesperson from Waitrose said: "Some of our My Waitrose members like to have the free coffee before they shop or during the shop, rather than afterwards, so we are just offering a bit of flexibility in response to customer feedback."
But regardless of which camp you are in, there is still, perhaps, more to the scheme than first meets the eye. Here, we take a look at how to claim your free coffee – and the psychology behind the rewards programme.
How to claim your free cup of coffee at Waitrose
As of Monday 27 January, shoppers will be able to claim a complimentary americano, latte, cappuccino or tea at Waitrose and Little Waitrose stores – though it’s important to note that the scheme does not apply to Waitrose cafes or concession stores inside garages and petrol stations. You can, however, claim a free hot drink at selected stores, if you spend £40 or more on fuel.
In order to get a free hot drink, customers will need to have a My Waitrose card. You can apply online for one here, or you can request that a card be sent to you in the post if you visit a store. They do not issue cards in the supermarket.
You can request a physical card, or you can manage your account via the Waitrose & Partners app. In addition to free hot drinks, benefits include personalised shopping vouchers and discounts.
Once you have your card, simply go to the Waitrose-branded coffee machine in your local branch. You’ll need to scan either your physical My Waitrose card or the barcode on the app, then select which hot drink you would like on the machine. You can also select alternative milk options.
As was the case when the scheme was first introduced, you can claim your free hot drink even when you do not purchase an item.
You will likely need to bring your own reusable cup to most UK stores.
So, why is Waitrose giving away free coffee?
As human behavioural, leadership and confidence expert, Jo Emerson, explains to Yahoo UK, loyalty schemes work because they create an emotional connection or hook for the customer with that brand.
"The customer feels that the brand is giving them something in return for their loyalty and is therefore more likely to trust that brand and shop there than go to a competitor where the rewards are maybe not the same," she says. "The brand gives something away up front (points, deals or, in this case, free coffee) in exchange for a long-term relationship with that customer."
When it comes to this specific offering from Waitrose, Emerson believes it is a stroke of genius.
"It sets Waitrose up as a generous company, acting rather like a community hub in the minds of shoppers,” she says. “The fact that you don’t have to do anything to get that coffee means people are more likely to think fondly of Waitrose and pick up the odd loaf of bread or pint of milk while they’re there – or certainly go there intentionally for lunch, for example, because they know they can grab a coffee for their post-lunch caffeine hit, whilst also picking up a sandwich."
But it runs deeper than that, according to Emerson.
"We associate coffee with comfort. A warm cup of coffee is a treat – it’s something we sometimes do with friends and in social settings. The association with Waitrose as the provider of that treat strengthens the emotional bond people already have with this brand that many people trust already," she explains.
She adds: "The fact that Waitrose sees fit to provide this scheme again strengthens their position as a trusted community brand; one that doesn’t exclusively serve the well-off. Coffee doesn’t cost that much to produce, so Waitrose have clearly done their sums and decided that it’s more than worth the outlay to gain customer loyalty, increased sales and brand awareness.
"Whilst we're all feeling the pinch in this cost of living crisis, it’s a smart move for Waitrose to give us something back."
Read more about food and drink:
The biggest nutrition trends for 2025: From NAD+ to carb-cycling (The Standard, 5-min read)
Do you know how to read a nutrition label? Why the FDA wants to make it easier — and what to look for on food packages (Yahoo Life, 9-min read)
Five nutritious foods that will keep you warm this winter (Yahoo Life UK, 3-min read)
