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SUPERBRANDS 2009/10 superbrands.uk.com

Pret A Manger creates handmade, natural food, avoiding the obscure chemicals, additives and preservatives found in much of the ‘prepared’ and ‘fast’ food on the market today. For more than 20 years it has kept quality and service at the heart of its business, focusing on high standards for both its food and staff.

Market treats such as chocolate brownies and First making its mark in city locations carrot cake are also available. Attention to populated by workers, today detail drives product development; the Pret serves more than one million people a week Chocolate Brownie, for example, has changed in prime sites across the UK. Operating 225 34 times with each alteration to the recipe shops in the UK, New York, Washington DC designed to further improve the flavour. and , the company has an annual turnover in excess of £200 million. Pret’s Baristas serve a range of tea and and use only organic, FairtradeTM and Rainforest Pret’s competitors encompass sandwich Alliance coffee beans which are used within bars, coffee shops and outlets. two weeks of roasting to ensure freshness – The sandwich market has experienced a policy that sets Pret apart on the high street. significant growth over the last 10 years In 2009, Pret’s regional shops introduced filter and is now estimated to be worth around coffee priced at 99p, offering the same ‘Just £3.5 billion (Source: The British Sandwich Roasted’ coffee but at a more accessible cost. Association 2007), while the coffee shop market was estimated to be worth a restaurant with almost every shop having its Achievements £1.2 billion in 2008 (Source: Mintel). own kitchen and using organic and free-range The emphasis on staff and customer produce wherever possible. satisfaction has paid dividends for Pret A Product Manger. Its accolades include featuring in From the outset, Pret A Manger has built The brand’s product offering focuses on ’s list of Britain’s Top Employers its business on two key ingredients: fresh simple, confident flavours. Available to -in in 2008; winning Best Vegetarian Sandwich food and professional people. Rather than or take-away, fresh sandwiches, , hot of the Year 2007 from The Vegetarian Society; operating as a franchise, each outlet runs like wraps and soups are prepared daily and sweet being named first in the Food Service Top 50

1986 1990s 2001 2007 2008 2009 On a mission to serve Pret A Manger becomes The McDonald’s Eat With Your Pret A Manger is sold to Pret A Manger has 225 up freshly prepared, the first retailer to replace Corporation buys Head, Pret A Bridgepoint, bringing an shops across the UK, good, natural food, plastic sandwich boxes with a 33 per cent Manger’s proper end to the relationship New York, Washington Julian Metcalfe and cardboard versions. Today, non-controlling stake eating campaign, with McDonald’s. Pret A DC and Hong Kong Sinclair Beecham open all its sandwich boxes are in Pret A Manger, is rolled out. Manger management retains and the Passion Fact the first Pret A Manger 100 per cent recyclable facilitating expansion 33 per cent of the company. campaign is introduced. at 75b Victoria, . and compostable. outside of the UK. CSB_050-051_PretManger:250 x 342 3/6/09 09:28 Page 51

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awards in 2005, taking second place in 2006; same high quality ingredients and includes and scooping two GreenFleet awards in 2006 Simply Ham & Mustard and Free-Range Egg & for its electric vans. Bacon. A total of 10 options priced at less than £2.50 are available, including four ‘kids only’ The company is looking at all aspects of its variants such as Organic Strawberry Jam & business as it strives to be more sustainable, Butter and Dolphin-friendly Tuna & Mayo. addressing packaging, recycling, food waste, The ‘kids only’ sandwiches complement the energy and food. To name just a few of its colouring books and pencils currently available initiatives, the majority of its shops have in Pret’s regional shops. customer and back of house recycling facilities, the company uses electricity from Promotion As with many retailers, Pret’s shop fronts 100 per cent green sources, and air freighting Pret A Manger’s philosophy is to communicate are an important part of its promotion and fruit and vegetables is avoided. In 2008 Pret with its customers without the aid of traditional in particular, its external menu signs are reduced the number of plastic bags used in PR teams. It doesn’t use mass media and something of a billboard. Fully redesigned, its outlets by 28 per cent simply by asking direct marketing, instead focusing on investing they act as a signpost to the shops while its customers if they needed one. in its staff and the quality of its food. Its total also carrying the ‘Just Made’ menu, giving communications expenditure is budgeted potential new customers – or less regular Pret’s longstanding association with charities to be less than 0.4 per cent of sales, unlike customers – a chance to see what it offers. for the homeless remains an integral part many other food retailers who spend up to of the company ethos. The Pret Charity Run seven per cent of sales on communication. Brand Values operates a fleet of electric vans that deliver The Pret A Manger ethos is one of simple, more than 12,000 fresh meals to shelters The shops and packaging are used as delicious and flavoursome food served by for the homeless in London each week. channels through which the brand – known staff who take pride in their work. The brand for its use of humorous and quirky images personality is underpinned by core values Recent Developments of food – is promoted. In 2008 Pret refreshed of: a passion for food, enthusiasm, integrity, In response to the current financial situation, its communications to include Passion Facts. honesty and belief in its convictions with Pret A Manger has developed a range of These give insights into the company’s thinking an uncompromising stance on quality and affordable sandwiches to appeal to those and approach to food and include everything commitment to innovation. watching their pennies. The range is focused from the type of mozzarella it uses to how it on affordable, simple sandwiches using the trains its staff to slice vegetables. pret.com

Things you didn’t know about Pret A Manger

In the UK, Pret A Manger’s Baristas serve more than 400,000 hot drinks each week.

Each year, Pret donates more than 1.7 million products to homelessness charities across the UK, saving up to 250 tonnes of food from ending up in landfill.

Whenever a customer acknowledges the quality of their service, a member of staff is awarded a solid silver star designed by Tiffany & Co.