Less than a third of Brits (31%) would be swayed to change coffee outlets by the chance of winning a freebie. For those who do win, 37% would donate their prize to a homeless person, but 22% would keep it for themselves before giving it away to a friend or colleague.
Pret launched its very own pay it forward scheme – #MakeSomeoneSmile – one week ago. After one week, has it made consumers smile? OnePulse, the mobile app, asked 1388 people what they thought.
If you get a #makesomeonesmile coffee sleeve, give it to a friend (or a complete stranger) for a free coffee pic.twitter.com/u5DwSRHfEB
— Pret (@Pret) January 19, 2016
Key stats:
- Only 7% of consumers said they go to Pret every time or almost every time they want to buy coffee
- 38% would go to Pret now that the #MakeSomeoneSmile campaign is running
- 39% said getting a smile sleeve would make them happy, 25% said they would be thankful and for 19% it would make them feel special
- 22% of those who are interested in going to Pret would give the coffee….to themselves!
- There are some embracing the giving spirit and 37% will be given to a homeless person or just under a third (30%) said it would be shared with a friend
- Colleagues don’t fare so well – only 7% can expect to benefit from their co-workers luck
“It’s great to see brands launching initiatives where consumers can benefit in-the-moment, either for themselves or for others. We love seeing the instant response consumers are having to the #MakeSomeoneSmile campaign, with 38% interested in going to Pret during the campaign even though it was the first port of call for only 7% beforehand.
Pret really seems to have struck a cord with consumers, now I’m just waiting to see who’s going to give me a smile!” said Meagan Healey, Brand Manager, OnePulse