Pret a Manger expands beyond London with new store formats

In recent months, Pret a Manger, a prominent sandwich and coffee chain founded in London in 1986, has announced its plan to introduce a new store format aimed at enhancing the customer dining experience. This initiative comes as part of Pret's strategy to accelerate its growth beyond London, where it has traditionally been popular among commuters. With a portfolio of 500 locations across the UK, the company is testing this new format primarily in Broughty Ferry near Dundee and Maidenhead, Berkshire. The new stores will feature made-to-order food and more spacious dining areas to cater to both individuals and families. The management at Pret a Manger is responding to changing consumer habits, including the rising trend of remote work and a shift towards dining in rather than simply grabbing food on the go. The new store format aims to create an inviting atmosphere where customers can relax and enjoy their meals, aligning with the company's ongoing efforts to adapt to customer needs. The exclusive menu for these newer locations is designed to differ significantly from the typical grab-and-go offerings available at most other Pret stores, focusing instead on freshly prepared items tailored for dine-in customers. Clare Clough, the managing director for UK & Europe, noted that the changes reflect Pret’s commitment over the past five years to make the brand accessible to a wider audience including city workers, parents, and friends meeting up. The company is keen on transforming its outlets into destinations for those who wish to linger over their meals rather than rushing through them. This shift in strategy marks a notable transformation for Pret a Manger, steering away from its historical positioning focused on quick service for busy clients. One of the most distinct features of the new format is the inclusion of a dedicated Little Stars Cafe play area designed for families with young children. This innovative approach not only aims to attract parents who need a comfortable space to dine with their kids but also enhances the overall customer experience by creating a more family-friendly environment. The expansion of Pret’s store format is part of a broader trend within the industry seeking to accommodate changing consumer behaviors reflecting a desire for convenience combined with comfort. The difference in design and service is expected to resonate with Pret's target demographic outside London, aiming to set these new locations apart from the fast-paced environment of traditional shops. This adjustment signals Pret’s intention to establish a foothold in various regions across the UK as it seeks to build and grow its brand equity beyond its initial markets, particularly in response to the evolving landscape of customer preferences and lifestyles.