Pret a Manger has revealed that its staff have the power to offer free drinks to customers they like or find attractive.
CEO Clive Schlee said that, instead of introducing a loyalty card, the sandwich chain allows staff to give away a certain number of hot drinks or food every week.
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One barista told The Guardian customers had to be "charming" to receive a free treat. "Or, sometimes, if we see tired or unhappy customers we give them a free coffee to cheer them up," she said.
Another said: "It's totally random, maybe if someone's extra nice or if they are a regular, or if they've bought a lot of things. There's no rule, it's just a nice thing to do."
The secret was revealed as Pret unveiled record profits for the growing British chain, with an increase in sales of 16 per cent last year to £594m.
But Jonathan Gabay, a brand psychologist and author, said the company had made a "big mistake" by revealing that a seemingly spontaneous gesture is actually a company policy.
"Knowing that a branch has a certain amount of coffees to give away kills the authenticity of the moment," he told The Guardian. "When consumers begin to realise there's actually a strict process that is behind those moments, suddenly the gesture doesn't ring true. Personally, I'd be happier with a loyalty card, because I know where I stand."
The Daily Telegraph's Leah Hyslop says some people who have never been lucky enough to receive a free treat are also feeling bitter about it.
However, she adds: "Now the secret is out, the chain's staff can probably expect slightly more pleasant clientele. Pret baristas just became very powerful."