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Waitrose has rolled out its My Waitrose loyalty scheme with the nationwide introduction of 'Little Treats' - offering rewards once customers exceed £50 in spending. The fresh member perk provides customers who sign up for My Waitrose online with free items or money off their weekly shop each month. The rollout comes after a two-month pilot across 74 branches, which Waitrose said generated "an overwhelmingly positive response". The scheme enables members to claim up to three "Little Treats" monthly upon hitting spending thresholds of £50, £100, and £250. Each voucher gets automatically loaded onto customers' online accounts or app, and resets at the start of every month, reports OK! . The supermarket described the launch as its biggest giveaway since reintroducing free coffee earlier this year. During the trial phase, rewards included a complimentary bunch of Waitrose Foundation Pastel Roses, a No. 1 pizza, and vouchers worth up to £5. The launch of Little Treats brings the total My Waitrose benefits to ten, alongside existing perks including personalised discounts, service counter price cuts, and a free monthly copy of Waitrose Food magazine. Waitrose head of loyalty Alex Lovell called the launch "a massive moment in strengthening My Waitrose as a club for food lovers", highlighting that it demonstrates the retailer's dedication to rewarding loyal customers. "It's a way for us to say thank you to the growing number of loyal Waitrose customers," Lovell expressed. "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 acts as a reminder of just how much we value them." Last month, fashion retailer Matalan unveiled plans to overhaul its loyalty programme and app as part of its business transformation. Iceland Foods also revamped its Bonus Card membership scheme in August, signifying a renewed emphasis on customer loyalty. In the meantime, heads of the UK's largest supermarkets are appealing to the Chancellor to exempt shops from a new business rates surtax, cautioning that shoppers will shoulder the burden of increased costs. A letter, coordinated by industry body the British Retail Consortium (BRC) and addressed to Rachel Reeves, argues that reducing the tax load on grocers would aid in combating food inflation. It bears the signatures of UK executives and directors at Tesco, Sainsbury's, Aldi, Asda, Iceland, Lidl, Marks and Spencer, Morrisons and Waitrose. The BRC voiced concerns that large shops could see their business rates increase if they are included in the Government's new surtax for properties with a rateable value over £500,000. This is anticipated to cover discounts for smaller high-street firms, which will be subject to reduced business rates under the Government's plans. The proposals are expected to be finalised in the autumn Budget statement next month and would be implemented from April of the following year.
