In a statement the department store said: ”As we approach our busy Christmas period, we will be reducing the number of hot drink and cake vouchers issued to customers as our cafes and restaurants become extremely busy during this time and we want to make sure our customers experience the high standards of service they expect from us.
“All My John Lewis Member Rewards are Continually Reviewed and the Rewards Our Members Receive in Future do Depend on a Variety of Factors.”
John Lewis say their programme is “evolving” and as such what had been previously been a monthly perk for all card holders, is now based on factors such as how frequently a card holder has shopped in the store. Which y’know is probably fair enough, after all, 1 million people have used the free cake scheme since it started in October and that has to cost them a fair bit. I’m not sure if it was the cake perk (it so was) which pushed me toward shopping at John Lewis more often but I do now find myself considering the store for big purchases which I possibly wouldn’t have done before. I’ll be sad to see the cake vouchers go as they were a nice little treat.