Global Foodservice Navigator

Chains try menu subscriptions

Leon offers a cofffee subscription.
Leon Instagram
Leon offers a cofffee subscription.

Looking to capture consumers using restaurants for new reasons, many chains are launching subscriptions to lure new traffic and shore up sales. 

People are forming new habits in the current normal. Work, school, entertainment—much of our daily life is not like before. A favorite coffee spot before work might not exist anymore. Restaurant visits for dinner might now be home-cooking occasions. And brown-bagging lunch might now be too much morning prep, making lunch a new restaurant occasion for some.

While this was emerging prior to the pandemic (QSR-turned-delivery kitchen Faasos was tinkering with this model years ago in India), more and more chains are now testing subscriptions.
In the United Kingdom, hard-hit Pret A Manger reportedly sold some 16,000+ subscriptions the day its new YourPret Barista coffee subscription became available. Leon is also looking to compete with Pret in the United Kingdom with a monthly unlimited coffee program of its own.

South Korea’s No. 1 chain Paris Baguette is testing monthly subscriptions that include both coffee and coffee-plus-sandwich options. No. 7 chain Tous Les Jours, Dunkin’ and Quiznos are doing monthly subscriptions in the market as well.

In Canada, upstart concept General Assembly Pizza has garnered some buzz for its new monthly pizza subscription offer. Next door, Panera has reportedly found success with its coffee subscription amid the pandemic.