Waitrose is bringing back free coffee for all its loyalty scheme members without requiring them to make a purchase.
From January 27, My Waitrose members can claim one complimentary hot drink per day, provided they bring a reusable cup.
The move marks a significant shift in the supermarket's loyalty scheme policy, removing the previous requirement for customers to make a purchase before claiming their free drink.
Members will be able to enjoy their complimentary beverage at any point during their visit to Waitrose stores.
"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 in response to customer feedback," a Waitrose spokesperson said.
The free coffee perk was initially introduced in 2013, proving hugely popular among customers despite some criticism from existing shoppers who worried it attracted the "wrong type" of customer.
In 2017, the scheme was modified to require an in-store purchase before claiming the free drink.
The programme was completely suspended during the early months of the Covid pandemic.
Under former John Lewis Partnership chair Dame Sharon White, the benefit was gradually reintroduced with purchase requirements.
The latest change comes following leadership changes at the company, with Jason Tarry, a former Tesco executive of over 30 years, replacing Dame Sharon White as chair in September 2024.
The free coffee initiative has also been extended to police officers, who can claim complimentary hot drinks without making a purchase.
This police-specific scheme was introduced in August 2023 as part of efforts to reduce shoplifting.
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West Mercia Police Federation secretary Pete Nightingale supported the initiative, 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."
The free coffee scheme has faced criticism in the past.
In 2014, then shadow communities minister Andy Sawford urged MPs to contact Waitrose's managing director, warning the programme could "further destroy the British high street" by taking business from small firms.
Then-Prime Minister David Cameron dismissed these concerns, saying he didn't know what "people were complaining about".
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