Superbrands UK Annual V19

Fed up with all the processed food on the market, Julian Metcalfe and Sinclair Beecham started to make the food that they craved but couldn’t fi nd – handmade, using fresh ingredients. Thirty years on, Pret has over 500 shops in six countries, serving more than 435,000 customers every day.

Market options. In 2017, Pret launched several dairy-free night. The Pret Foundation Trust also runs The UK Eating Out market was expected to grow products to engage with the growing numbers the Rising Stars scheme to help get people by 1.7% in 2017, refl ecting lower growth than of customers who do not or drink dairy. A new from homeless backgrounds back into full-time, recent years due to uncertainty around Britain’s Coconut Porridge recipe delivered 11.3% sales paid employment. Since it started, the scheme has departure from the EU and weaker consumer growth across the porridge category. Two new helped support and train more than 350 people. demand resulting from price infl ation. The UK Food dairy-free desserts included the Chocolate Chia to Go market segment was, however, expected Pot and Mango Chia Pot – the latter selling 50% In 2017, Pret’s Heathrow T5 shop was the to outperform the overall Eating Out market with more than Pret’s previous best selling dessert, global winner for the Airport Food To Go Offer anticipated growth of 3.8% (Source: MCA Food its Chocolate ‘Moose’. In the hot drinks category, of the Year at the FAB Awards. to Go, 2017). A key consumer trend of 2016 was Pret introduced a rice-coconut milk alternative ‘healthier eating’ (Source: MCA Eating Out Report, which drove total and hot chocolate sales Recent Developments 2016) along with increasing prevalence of low from 10.8% to 14.5% year on year. Having opened its fi rst vegetarian-only shop meat diets (7% to 10% over the last fi ve years) in 2016, Pret continued its commitment across all age groups and increasing veganism to vegetarian and vegan recipes with its second and in the 18-34 years age category (2% to 5%). DID YOU KNOW? third Veggie Pret shops, both located in London. These are trends that Pret is well placed to respond It also ran a nationwide campaign, Not Just for to with its fresh food and product innovation. Pret’s most popular product Veggies, which saw green fridges installed in each shop to highlight the vegetarian and vegan menu. Product worldwide is the croissant – Pret is committed to serving handmade food The importance of sustainability within the wider and organic coffee. It continues to adapt its menu it is the best seller in the market continues to increase. In 2016, to help to meet an ever growing demand for healthy UK, US, and , encourage a reduction in the number of paper cups with more than 16 million purchased each year.

Indeed, coffee remains an important area of growth for Pret, selling 1.7 million cups a week globally. Pret staff also handed out over one million free hot drinks last year as part of the company’s alternative loyalty scheme, which is based on the concept of ‘random acts of kindness’.

Achievements The Pret Foundation Trust was established to help alleviate homelessness in the UK. Thanks to the donation of 10p from every soup sold, 50p from the sale of every Christmas sandwich and baguette, plus donations collected in each shop’s charity box, the Pret Foundation Trust is able to support local, grassroot charities with fi nancial support. Through its fl eet of charity vans and volunteer collections, Pret’s unsold food is delivered to shelters and hostels across the UK every

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Brand History 11986986 Pret is founded by entrepreneurs Julian Metcalfe and Sinclair Beecham. The fi rst shop, 75B Victoria Street, serves more than 7,000 customers per week in its fi rst year. 11995995 Pret sets up the Pret Foundation Trust which goes on to distribute millions of unsold sandwiches every year to people on the streets and gives countless donations to help homeless charities and shelters. 22000000 Pret opens its fi rst international shop on Broad Street, New York City. 22001001 McDonald’s buys a minority stake in Pret, although it has no direct infl uence over what is sold or how. 22008008 Bridgepoint, a European private equity fi rm, acquired a major share in Pret, bringing an end to its relationship with McDonald’s. 22014014 Having had a successful business in for 15 years, Pret opens in Shanghai, China. 22016016 Pret becomes the fi rst ever major food retailer to open a vegetarian only shop in London. 22017017 Pret reaches a milestone by opening in Cheltenham, its 350th shop in the UK. 22017017 Pret launches its new mobile app in the US.

it used, Pret trialled an initiative that offered Promotion conversation with customers, listening to feedback customers a 25p discount if they used a reusable Pret’s philosophy is to communicate with its and acting upon it, as highlighted by the inception cup. The trial proved a success and in 2017 the customers without the aid of traditional marketing of the fi rst Veggie Pret in 2016. Furthermore, the shops offer was rolled out to all of the UK shops. budgets. It doesn’t use mass media and direct and packaging are used as channels through which Continuing the desire to reduce the amount marketing, instead focusing on investing in its staff the brand – known for its use of humorous and of packaging, Pret has also begun a trial of selling quirky images of food – is promoted. reusable water bottles. Started in its Veggie Pret OF SALES NOW FALL shops, it has now launched in the Manchester Brand Values area along with in-shop water taps that all OUTSIDE OF Pret’s success relies on the pride its staff have customers can use free of charge. % in their work, a culture fostered from within. LUNCHTIME The egalitarian hands-on approach fi lters down from In 2017, Pret launched a new app in the US. the CEO to shop assistants and emphasises the As eating habits shift to healthy snacking and Designed to provide customers with a quick more meals being eaten out of the home. importance Pret places on training and retaining and simple payment solution, the app also good staff. The brand personality is underpinned by its offers a customisable menu based on dietary core values – a passion for food, a passion for people preferences. Within six weeks of launch, the app and the quality of its food, and using relevant and a commitment to doing the right thing within had reached over 50,000 downloads and provides communication channels that allow for quality the communities in which it operates. Pret with a further channel to engage and engagement with customers. Importantly, this communicate with its customers. engagement is utilised to encourage a genuine

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