Pret a Manger have always offered multiple veg options, but after the positive feedback from vegetarian customers, Pret have chosen to organise a little pop up store for consumers in Soho, which will be available for a month.
"The decision to open a vegetarian-only offering has been fuelled by a spike in sales of non-meat items at Pret over recent years. Avocado is now the most prominent single ingredient used by Pret, while its mini egg and spinach protein pot, aimed at the snacking market, was its fastest growing new product launch in 2015, shifting 1.4 million units." source
Having a space purely for vegan and vegetarian options is exceptionally useful for people who adopt this lifestyle on the go, being able to grab a quick bite to eat conveniently is sometimes a difficult task for a vegetarian or vegan especially. However, it is a shame that the pop up is only available in one area, Soho, as this does not give the rest of the UK chance to try the new veg options at the pop up. It also only has a very small region to spread awareness in.
Having a pop up store may also encourage a lot of meat eaters to try new options and switch up their lunches, especially with vegetarianism being on the rise this year and people wanting to eat a more 'clean' diet. "The slogan ‘Not Just For Veggies’ will be advertised throughout its 308 UK sites and on bags."
Pret's choice of slogan is clever and effective as it avoids alienating the audience and those who choose to eat meat, it includes them and encourages them to try Pret's veg options.
Having a pop up like Pret a Manger initially could be a good business plan as it would allow the company to get feedback on the taste of the food and see if people are buying into it, before actually opening establishments in major cities. Even having a cart at festivals could be a good way to gain feedback and develop the company.
No comments:
Post a Comment