Please don't laugh too much, but apparently SSP are doing this because they've listened to their customers!
In a reply in which they get my name wrong, here's what they sent me:
__________________________________________________
Dear <first and last name were reversed here>
Thank you for your email regarding the changes we have made to your Bite card.
We are sorry to read that this has disappointed you.
I can confirm that we have made these changes as our Brand and Marketing Teams have come up with some ideas that we feel will suit each individual customers specific needs and requirements.
We have listened to what our customers have told us and they said they like discounts, but they also like offers based on things we know they like. So we have decided to give you both instead of the one.
If you have heard nothing about these updates to the Bite discount, please log in to your account and make sure you tick the box that says "Yes I want extra bite" on your account page, otherwise you will not receive emails from the Bite Team explaining any new amendments or to provide you with promotional offers.
(Please also check your junk/spam folder as at times our emails can be diverted to this inbox).
Thank you for taking the time to contact us
Kind regards
Carly
Customer Care Team Leader
SSP UK