Rolling with the punches: “Dinners by Pret”
If I had not been in love with hospitality already, 2020 would have certainly been the year to fall in love with it. This might sound odd, but I have a friend who went into the financial sector during the 2008 global recession and said that there is nothing like a crisis to help you discover a passion for something. I get that now.
Despite the beating that the hospitality and foodservice industry took this year, we have seen a wave of selfless community outreach and support, amazing adaptability and lightspeed innovation, and the examples just keep on coming.
Earlier today Pret announced that their “Dinners by Pret” offer will officially launch on the 19th November 2020. For those who may not know, Pret is an international sandwich shop franchise chain, predominantly located in high footfall locations and targeting the breakfast and lunch “on-the-go” market. Most definitely NOT a dinner offer. However, after a trial across 7 UK site over the past weeks, the concept is now ready to be rolled out and encompasses “a new evening menu, available exclusively for delivery” (Pret) from 30 of their units. Next to typical Pret staples like hot bakes, soup & the popular Cauliflower Mac & Cheese, you can now also have some fresh & warm bowl foods, Thai style curries and many new vegan dishes to include more guests. Customers can already view the menu online and will be able to order via JustEat, Deliveroo and UberEats.
I must admit that I would have never even considered having a Pret for dinner because it firmly sits in my “at work” or “on the go” catalogue of options. But Pret have gone beyond “simply” offering delivery. Instead, they have amended and expanded their menu, effectively changing the dining room to attract a new target audience and a new market segment.
But this move is not the first attempt by Pret to counteract the crisis. In Q3, the brand launched (what they called) the UKs first in-shop coffee subscription offer called “YourPret Barista” and offering up to 5 barista made drinks per day for a cost of £20 per month. Then, in Q3, Pret also expanded their product range with a move into supermarkets by offering their coffee beans at Waitrose. Thinking artisan, slow roast, filter coffee enjoyed from a ceramic cup – think Pret. Really? And yet, here we are and rightfully so. Many sources have shown, that the Out of Home spend channel is undergoing a transformation as people switch from foodservice units to supermarkets and other stores (due to COVID) for meal and snack purchases. How to get that share back or how to at least get a slice of that cake whilst it lasts will be key for recovery for many brands, something that Pret recognised early and acted on quickly.
I’m telling you all this not because I get commission on Pret Dinner sales, but because their approach so far is such a brilliant example of the adaptability of the industry, and what’s even more important, because it is indicative of the speed of change that we should expect to see over the next few months and throughout 2021. In a matter of only 6 months, Pret have diversified their sales channels, reached a new target market, and repositioned (at least temporarily) their daytime appeal. Bravo!
Simply refusing to accept the new reality and waiting for change will not do for this industry. Brands will need to “go” to where the customer is (currently at home watching the Crown) and will need to maximise opportunities and tools as and when they present themselves. And whilst this won’t be possible for everyone, understanding how the market works and what the future might hold will help in making these fast decision and we are here to chat them through with you, if you like.
Images: Sourced from Pret.com