Waitrose is rolling out its new Little Treats loyalty rewards nationwide.
The ‘Little Treats’ initiative allows members of the MyWaitrose loyalty programme to claim up to three benefits each month. The rewards can include free products or money-off an overall shop.
As of this week, all loyalty members will be able to access a ‘Little Treats’ tracker either in their online Waitrose account or in the app. The first Little Treats voucher will appear once they have spent £50, a second will appear after £100 and a third will become available to reward a monthly spend of £250. Every month this count will be reset to zero.
Waitrose said this week’s rollout marked its biggest giveaway to customers since the return of free coffee earlier this year.
The Grocer revealed that Little Treats was being trialled in 18 of Waitrose’s southern supermarkets from 1 September. The retailer subsequently expanded the trials to 92 stores including core supermarkets and convenience stores. It said the response from customers had been “overwhelmingly positive”.
Rewards granted during the trials included a free bunch of Waitrose Foundation pastel roses, a No.1 pizza and up to £5 off in vouchers.
Waitrose said the addition of Little Treats meant there are now 10 benefits included in the MyWaitrose scheme including personalised offers, free hot drinks and 20% off selected service counter products.
“The launch of ‘Little Treats’ is a massive moment in strengthening MyWaitrose as a club for food lovers,” said Waitrose head of loyalty Alex Lovell.
“It’s a way for us to say thank you to the growing number of loyal Waitrose customers. 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.”
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