Veggie Pret a hit – great idea, brilliantly executed


Pop-up shops are important as a means of providing a more personal, unique experience to ​​customers. In June, Pret a Manger launched a new pop-up store called Veggie Pret, set up to challenge chefs to make a full-on veggie range and get feedback on it. Pret expected the store to make a loss, but it has thrived. Here’s our take on why it’s been such a hit.

It’s nailed a trend in a bold, distinctive way ​

With the rise of the ‘flexitarian diet’, plus more environmentally conscious, clean-eating consumers, the demand for wholesome, ethical veggie foods has risen. Veggie Pret has tapped into this trend and has been brave and distinctive – intriguing people with the promise that an entire store can survive on vegetarian options alone.

It’s built an inclusive customer experience​

Veggie Pret actively encourages customer feedback. Staff members appear genuinely interested to hear customers’ thoughts. The ‘Hit the spot/Missed the plot’ message board provides an engaging means of collecting opinions. Plus, a self-propelling social media campaign has helped generate a buzz.

Created a distinct identity that links to the wider brand ​

Veggie Pret has a clear, distinct identity but manages to seamlessly connect to the wider brand – turning its trademark red into green and taking its fresh credentials one step further. It’s also promoted the pop-up veggie concept countrywide – with the ‘Not just for veggies’ tagline on bags and billboards across the countr

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