A new beverage subscription service is set to shake up the coffee scene in London. Yolk, a specialty coffee and brunch chain, is targeting discerning coffee lovers with its BrewClub subscription. This service promises better value and quality compared to competitors like Pret A Manger and LEON.
• Yolk operates nine stores in Central London, serving all-day brunch and specialty coffee sourced from Caravan Coffee Roasters.
• BrewClub will launch on January 6, 2025, with three pricing tiers: a free loyalty scheme, a £10 ClassicBrew plan, and a £40 PremierBrew option.
• The ClassicBrew plan offers a 50% discount on beverages and double loyalty points, while PremierBrew allows three drinks daily.
• This move comes as millennials are spending an average of £60 monthly on coffee, indicating a demand for higher-quality options.
This subscription model is significant as it reflects a shift towards premium coffee experiences. As competition heats up among coffee chains, Yolk's approach may attract a loyal customer base looking for quality over quantity.
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