Pret unveils new brand identity to broaden reach beyond city centre trade

Pret’s re-brand reflects profound changes in coffee and food-to-go consumption following the pandemic | Photo credit: Pret A Manger

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Pret A Manger has revealed a new brand identity which it says better reflects the changing routines of its customer base. The new branding marks a shift away from Pret’s traditional office worker and commuter hub trade and seeks to put the coffee and food to go chain’s omni-channel approach front and centre, including a focus on neighbourhood locations and its beverage subscription model. 

Pret’s re-brand reflects profound changes in coffee and food-to-go consumption around the world following the pandemic, including reduced commuter traffic driven by the adoption of hybrid working  and increased digital interaction.  

The UK-based food-to-go and coffee chain continues to report broad sales recovery in its core UK market, but May’s Bloomberg Pret Index indicates that the chain’s suburban stores continue to outperform city centre outlets.  

Pret says its new tagline, ‘Pret. Makes every day’ better reflects the changes in its customers’ daily routines, adding that its core growth strategy was now to move away from ‘following the skyscraper’. 

“Our business has gone through huge changes over the past two years, and we recognised the need to bake our new identity into every asset, interaction and touchpoint. As we expand into new markets and channels, many people’s first interaction with Pret will be outside of our shops, so we wanted to ensure these customers get that same feeling as those visiting in-store,” said Jane Walker, Global Brand and Comms Director.  

Pret will roll out its brand identity, which was created in partnership with creative agency JKR, across its global markets in the coming months across its digital assets, packaging, products, staff uniforms and in stores.

The chain has previously introduced a new visual identity at a store in New York in November last year to pay homage to its London heritage. 

Pret was quick to diversify its offering during the Covid-19 pandemic, firstly through the launch of an on-the-go coffee subscription and then by targeting the suburban areas of London, its largest market, as much the capital’s office-based workforce undertook working from home.  

Following the success of both ventures, the brand is now expanding into new markets, signing an agreement to sell its products in Canada for the first time, as well as finding franchise partners for stores in the Middle East and Ireland as part of an ambitious target to double the size of its business within five years.