After Pret hit headlines last year, introducing vegan and vegetarian options in Pret A Manger stores nationwide, they have announced their next step in the plant-based revolution. The brand will now be launching ‘veggie fridges’ in stores ‘up and down the country’.
This comes after they recently launched the second Veggie Pret. A Pret A Manger store with only vegetarian or vegan options.
Writing in his blog, Pret CEO Clive Schlee’s said today: “Two years ago I invited you to vote on how Pret should respond to the growing interest in meat-free food.
“Should we open a vegetarian-only Pret, put a veggie fridge into every shop, or do nothing at all? Fridges narrowly won the vote but we couldn’t resist the bigger challenge for our chefs, so we opened a Veggie Pret pop up instead.”
Schlee added: “Since then we’ve opened two permanent Veggie Pret shops in London and taken our ‘Not Just For Veggies’ menu and campaign to Pret shops across the UK, US, Hong Kong and France.
“It seems to be working – quite surprisingly, over half of the customers in our Veggie Pret shops are meat-eaters; and new ranges such as our Veggie Boxes, packed with ingredients like turmeric cauliflower and sweet potato falafels, are out-selling meaty options.
“Our chefs have expanded Pret’s veggie and vegan offering to such an extent that we can now honour the outcome of the original vote: we will be installing veggie-only fridges in shops up and down the country for one month. If you like them, we’ll keep them in place for the summer.”
Alongside the rollout of the veggie fridges, Pret A Manger will run a campaign attempting to persuade more people to choose veggie options over meat.
Schlee said: “This approach does carry some risk and we are treading carefully. I’m curious if our veggie menu will appeal more or less to customers when highlighted in a single fridge.
“Will it attract or deter our regular meat-eaters? We’ll be monitoring your feedback and the sales very closely. Who knows… Perhaps it will help us find the best location for our next Veggie Pret?
“We could hold all the focus groups we like but there’s really only one way to find out… let the next veggie trial begin!”