Waitrose has announced a major update to its My Waitrose loyalty programme, unveiling a new feature called ‘Little Treats’, a nationwide initiative designed to reward loyal customers with free items and exclusive discounts each month.
The Little Treats programme officially launches following a successful two-month trial across 74 Waitrose branches earlier this year. According to the supermarket, the pilot received an “overwhelmingly positive response” from customers, prompting the retailer to roll it out across all its stores in the UK.
Under the new scheme, My Waitrose members can now earn up to three “Little Treats” every month by meeting spending thresholds of £50, £100, and £250. Once reached, shoppers automatically receive a digital voucher in their online account or app, which resets at the start of each month.
During the pilot, customers were rewarded with perks including a free bunch of Waitrose Foundation Pastel Roses, a No.1 pizza, and vouchers worth up to £5.
Waitrose says this rollout marks its biggest giveaway since bringing back its much-loved free coffee offer earlier this year, part of a broader effort to strengthen customer loyalty amid increasing competition in the grocery market.
The Little Treats addition brings the total number of My Waitrose benefits to 10, joining existing favourites such as personalised discounts, service counter reductions, and a complimentary monthly copy of Waitrose Food magazine.
Alex Lovell, Head of Loyalty at Waitrose, told The Grocer the expansion is “a massive moment in strengthening My Waitrose as a club for food lovers”. He added that the scheme reflects the supermarket’s ongoing commitment to rewarding regular customers.
“It’s a way for us to say thank you to the growing number of loyal Waitrose customers,” Lovell said. “Loyalty has been a big focus for Waitrose in 2025, and we hope that each time a shopper claims their Little Treat, free Waitrose Food magazine, or personalised offer, it reminds them just how much we value them.”
