Anger brews as Waitrose axes its free coffee offer

WAITROSE risked a middle- class backlash yesterday as it clamped down on its free coffees for customers.

Instead, loyalty card holders will be required to make a ‘mandatory spend’ to qualify for the promotion.

The policy of giving a free cup of coffee to myWaitrose members was introduced in 2013. An email was sent to card holders yesterday explaining the change, which will be introduced on April 3.

Leaflets circulated to Waitrose staff have instructed them to ‘please ensure customers just getting a free hot drink are informed of the upcoming changes’. But many shoppers have complained that, far from attempting to get something for free, they often take their coffee to drink as they do their weekly shop.

Gill Ackroyd said: ‘How can I enjoy a free tea or coffee while I shop at Waitrose if I have to buy something first? I’m not happy with this change at all.’

Although Waitrose has claimed there is no minimum purchase, infant milk for-

‘Customers will be up in arms’

mula, gift vouchers, fuel and delivery charges, carrier bags, tobacco and stamps cannot be bought to qualify for a coffee.

Martin Lane, managing editor of money. co.uk said: ‘This will have many loyal Waitrose customers up in arms as the famous freebie has become a firm favourite with shoppers.’ An employee, who did not wish to be identified, said: ‘We have been told by management that the free coffee is to end and that customers will now have to buy something before.

‘It used to be no quibble, but we need receipts now because some customers have been taking the p***.

‘People are not going to be happy about it, as they are used to getting a coffee on their way to work which is £10 a week they are saving. It is going to be a nightmare.’

A Waitrose spokesman said: ‘We’ll simply be asking myWaitrose members to make a purchase before collecting their cup at the checkout.’