Pret A Manger's Responsiveness

Julian Metcalfe and Sinclair Beecham founded the UK-based gourmet sandwich chain Pret A Manger (Pret) in 1986. The company, which now has grown to 290 shops, with 240 in the UK and the rest in the US and Hong Kong, has gained a strong customer-base due to its reputation as an upscale retailer of healthy, fresh and natural pret a manger (ready to eat) sandwiches and hot food (Datamonitor 2008). Each shop runs its own kitchen and there are no ‘Sell-by’ dates as sandwiches and salads are prepared fresh, with any unsold at the end of the day going to homelessness charities and shelters rather than being kept over to the following day (Pret A Manger, 2014).
For the purpose of this paper, the key practices identified as fundamental for success are

This is supported in (Dibb S, 1998) where it is stated that correct segmentation lead to a better understanding of customers’ needs and wants and allowing greater responsiveness in terms of the product on offer. It is Pret a Manger’s responsiveness to trends and in launching attractive healthy offerings that truly solidifies the brand as the natural choice for the busy city worker (Superbrands, 2012).

With its French name and comparatively exciting menu, an appealing aura of exclusivity is created to the customers. As opposed to offering ham and tomato sandwiches like the competition, Pret a Manger offers Brie, tomato and basil baguettes. Such products are delivered through an internal commitment to sophisticated service that customers experience by the high service speed (The Telegraph, 2012).
Developing the range to include food such as sushi, soups and porridge, the Pret brand is known for effectively following changing tastes, which is key for their well-informed and diverse segment. Pret a Manger’s commitment to fresh, sustainable food, free of additives, began before these qualities became buzzwords in society, and therefore the brand is directly linked to being one of the first “ambassadors” of these

The money raised provides support for homelessness projects across the UK for example. As suggested in (Arora and Stoner, 2009), marketing studies demonstrate that consumers choose the brand that they feel best echo their own personality and personal beliefs. A brand that is consistent with the target customer self-concept is preferred. Furthermore, the studies indicated that; “brand personality provides a form of identity for consumers that expresses symbolic meaning for themselves and others. Therefore, it is reasonable to argue that Pret’s brand personality seek to maintain customer’s wants as they deliver what they promise in turns of product quality, and also by giving back to society. Looking at (Aaker J, 1997) and considering the “five dimensions of brand personality” in Appendix 1, Pret a Manger success derives from a position where the customer perceives both sophistication and