Pret A Manger will be installing veggie-only fridges in its shops for one month following the success of its vegetarian-only stores.
If the trial proves successful. the sites will keep the fridges for the summer period.
Pret A Manger opened a second Veggie Pret in London in April on Great Eastern Street in Shoreditch. The first Veggie Pret was opened in London’s Soho, as a pop-up in June last year but was later made permanent due to customer demand.
Writing on the Pret A Manger blog, CEO Clive Schlee revealed that veggie-only fridges would be accompanied by monthly veggie and vegan chef’s specials. There will also be a new campaign to encourage more meat eaters to try veggie options.
He admits that this approach “does carry some risk” but said: “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?”
Since the brand opened its two permanent Veggie Pret shops in London, it has taken the ‘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,” he said.
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