Amidst unprecedented changes in consumer behaviour as a result of the covid pandemic, Pret a Manger has become the first major UK brand to launch a subscription programme for coffee customers.  It's "YourPret Barista" programme is an impressive strategy designed to tempt customers in to new behaviours by subscribing to a monthly package of unlimited coffee.  Listen to this episode to hear the strategic thinking driving this concept - another example of the power of subscription programmes to drive "extreme loyalty".  Show Notes: 1) Pret Bets on Subscriptions - Live Loyalty article on Liquid Barcodes 2) Pret a Manger UK  3) Live Loyalty video for coffee store owners interested in subscriptions