Saying Goodbye to Our NHS & Lucky 7 Discounts

From 1 July 2026, we're saying goodbye to our NHS and Lucky 7 discounts.

This wasn't a decision we made lightly. For a long time, these schemes have been our way of saying thank you to many of the people who have supported Elm from the beginning. We're incredibly grateful for that support and remain so today.

Over the past year, however, the cost of running a small independent business has continued to rise. From ingredients and utilities to packaging and wages, every part of operating Elm has become more expensive. As we've reviewed the business, we've looked carefully at how we can continue offering the quality, service and hospitality we're proud of, while ensuring Elm remains sustainable for years to come.

Retiring these discounts is one part of that plan. Alongside small pricing adjustments, ongoing improvements to the way we operate and a continued focus on reducing waste, it helps us build a stronger, more resilient business.

Most importantly, these changes allow us to continue investing in the people who make Elm what it is. From 1 July, we're proud to be paying our team the Real Living Wage, recognising the skill, care and dedication they bring to work every day.

Our Keep Cup discount will remain in place as we continue to encourage customers to reduce single-use waste.

We know not everyone will welcome this change, and we completely understand that. We hope this explains why we've made the decision and reassures you that every choice has been made with the long-term future of Elm, our team and the quality of your experience in mind.

Thank you, as always, for your continued support. It means more than you know.

Elm x