Pret A Manger aims to dispel McDonald’s myth

Rosie Baker

Pret a Manger is planning a communications push to change the perception that it is still part owned by McDonald’s.

McDonald’s bought a 33% stake in Pret in 2001 which helped the chain expand beyond the UK.

However, in 2008 Pret was sold to private equity firm Bridgepoint with Pret’s management team retaining a 33% stake.

Lewis PR has been appointed to handle Pret’s corporate, consumer and social media communications to push the sandwich chain’s “strong customer loyalty, innovative products and team personalities”.

The firm is planning a year-long programme of marketing and communications to build the brand’s global reach ahead of its 25th birthday.

PR strategy will focus on the chain’s commitment to give away unsold food to homeless charities at the end of every day. The chain claims it gave away more than 1.7 million meals to the homeless in 2010.

Alex Dower, Pret brand and strategy director, says: “Pret is embarking on its next stage of expansion and we wanted an agency that could help us grow globally.”

Pret operates 240 outlets across the UK, USA and Hong Kong.

YouGov Insight:

UK Eating Habits

·        At present, only 10% of UK adults claim that they are influenced in what they eat by government healthy eating campaigns.

·        Celebrity and media influence is more considerable, with 1 in 5 influenced in their food choices by TV documentaries, while 31% look to cookery programs for ideas on what to eat.

·        The overriding factor in UK dietary habits appears to be friends and family with 39% citing the advice of a friend or loved one as having the most influence on what they eat. 

·        1 in 3 UK adults believe that there is a lot of fuss about what you can and can’t eat these days, while 15% of UK adults say that they feel that they are on a perpetual diet.

·        The majority of UK adults (66%) has never purchased treatments online and says they are unlikely to ever do so.

Click herefor more information on this YouGov market report

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