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Lines at London coffee shops are undoubtedly longer as more businesses order workers to return to their offices.
It’s also an expensive habit, as most of the capital’s chains charge at around 4 pounds per cup. So when my caffeine-loving FT colleague, Katie Martin, challenged me to investigate how much time and money I could save using a coffee app, I was happy to accept.
As Skinflint, pleased to be able to drink free coffee at FT Canteen, I confess this new wave of ordering that has been past me, offering clicks on “skip queue”. Every chain from Greggs to Gail’s Bakery has its own app, allowing you to pre-order and pay for coffee on the way to work, sail in front of the queue and grab a cup by name from the collection point when you get there.
If you know, you know. However, they lined up commuters at Blank Street Coffee at Liverpool Street Station, swine just before 9am, picked up a pre-ordered pistachio latte (extra hot) and were thrown at me when they blew it over again a few seconds later. Apart from convenience, the huge competition in the “go” sector means that most apps have loyalty points, cut price offers and extra bonuses with occasional giveaways to seduce office workers. So, which of the current transactions might be correct for you?
The answer depends on the strength of your love for a variety of coffee brands (and related food offerings) and your love for bargains. But before spilling beans, let’s consider why app-based orders are ubiquitous.
The coffee chain’s “free lunch” is all the customer data they collect. All the apps I signed up to ask to enable notifications and location services (even if they were only used to find nearby stores while the app was open). If you want all the offers, you should choose marketing communications. To set up an account and place an order first, pay and collect points, you will need to provide personal data including your optional date of birth (most chains offer free birthday snacks). The app’s TS&CS explains how the data is used when someone actually checks.
However, these insights into customer habits enhance better business forecasts. “This has built an entire industry and only gets better with AI,” says Steve Dresser, founder of Grocery Insight Consultancy. Incentivizing customers to pre-order in a specified time slot will help stagger demand and inform staffing models. “There’s nothing worse than neglecting a lazy hand for close margin companies, such as hospitality and retail,” he says, noting the recent rise in employers’ national insurance costs.
To my surprise, all the clicks and collection orders I made on various chains were ready and waiting for me. Several of my Instagram followers complain that online orders take priority over lining up customers. Once app-based orders begin, execution risk increases. Plus, chains need to invest in decent technology. A quick look at App Store reviews shows that caffeine hungry customers have zero resistance to glitchy and clunky interfaces.
With the convenience of ordering earlier, taking a reusable cup still nets 1 pound on Pure and 50p discounts on Pret and M&S Cafes. 45 points with Black Sheep and 25 points with Starbucks, Gregs and Costa. Both Costa and Cafe Nero give you extra royalty stamps. In other words, your sixth coffee is at home.
When the chain does it right, the Holy Grail is customer retention. Greggs said the Rewards app is currently used for one in five transactions, with users visiting more frequently. If you don’t order for a while, expect the chain to ping you with an offer that will seduce you. Also, before downloading these apps, ask friends and colleagues to taste the same flavor with coffee and send them a referral code.
Spilling beans on the best coffee app deals
Caffè Nero collects nine digital royalty stamps for free coffee. Reusable Cup Users get two stamps per order. Link my Wait Rose royalty card to include an additional free coffee and 25% of your selected food and drink.
The Leon “Roast Rewards” subscription costs £25 a month, with 5 free coffees and 20% meals per day, with an even more free reward for every £30.
Greg will offer a welcome giveaway drink to download the app. Collect 9 digital stamps with different menu items to win 10th free, and more frequently “double stamps” promotions. Coffee priced from £2.05 per cup (don’t knock until you try it).
There’s free coffee or bread (worthy up to £5.20) just to sign up for the Gail’s Bakery app, and free coffee or bread with every 10th purchase. Orders over £20 will receive additional stamps. For free bread, please refer your friends.
Costa buys a drink and wins one “bean.” Swap 10 for a complimentary drink. If you bring a reusable cup, you will be awarded a double bean.
Blank Street earns one loyalty point for each eligible item. Get 10 points free items.
Joe & The Juice, the most complicated loyalty app to date, has allowed high-value customers to pre-order Fast Track with points, secret offers and four “tears.”
Watch House collects six digital stamps and drinks coffee at home (the most expensive “unusual” coffee on the menu costs £21).
Coffee Club offers 25% off on coffee with an annual subscription to this app, such as Black Sheep, Soho Coffee and more. Currently, it costs £9.95 if you purchased it on the Timeout website (you will have to scan and pay).
Other octopus energy customers with smart meters get free weekly coffee either on Caffè Nero or Greggs via the “Octoplus” rewards section of the app. Three mobile customers get £1 weekly coffee from other local chains with Caffè Nero and 3+ Rewards apps. Compare the market and buy your selected products and reduce coffee and pastries by 25% with Caffè Nero via the Meerkat app. Thankfully, this FT guinea pig also has decaff coffee available.
