Pret Christmas coffee

Pret a Manger’s decision to launch its Christmas drinks range on a Tuesday rather than a Thursday proved a winner, according to new figures from tech company GroundTruth.

Using tracking technology, GroundTruth found that Pret’s festive launch on Tuesday 7 November drove a 13% increase in footfall compared with its rivals Starbucks, Costa and Caffe Nero, which saw an average increase in visits of 5% - all having launched their new menus on a Thursday.

GroundTruth said that Tuesday was the busiest day of the week for UK coffee shops, with Friday the second-most popular day, closely followed by Thursday.

“With Christmas drinks everywhere on our UK high streets, it’s important that each individual brand is able to rise above the noise,” said GroundTruth EMEA general manager Theo Theodorou.

“Having an insight into the days when consumers will be visiting similar locations, and the impact of these festive ranges being launched has on your market share on specific days, can prove invaluable in getting the season off to the most profitable start. Using location intelligence means brands can understand how to reach consumers in the right place and at the right time, allowing them to effectively capitalise on the Christmas season and ultimately drive sales and impact their bottom line.”