Waitrose is rolling out restrictions to its free coffee scheme for loyalty card holders, after it was reported the company is losing £150,000 on the scheme. According to reports, some stores have now started to tell shoppers that they have to register purchases at the customer service desk before getting their free coffee at one of the self-service machines.

The scheme has proved so popular it has rocketed the supermarket chain to become the second largest provider of coffee in the UK.