Pret A Manger is trialling vegetarian-only fridges in selected UK branches for a month following the success of its dedicated Veggie Pret store.
The green fridges – in 250 of the chain’s 325 stores - will be accompanied by monthly veggie and vegan chef’s specials. A new marketing campaign will encourage meat eaters to try vegetarian options.
If successful, the veggie-only fridges trial will continue throughout the summer, but does carry some “risks”, Pret CEO Clive Schlee said on his blog.
“I’m curious if our veggie menu will appeal more or less to customers when highlighted in a single fridge,” Schlee said. “Will it attract or deter our regular meat-eaters?
“We’ll be monitoring your [the customers’] feedback and the sales very closely. Who knows? Perhaps it will help us find the best location for our next Veggie Pret.”
Pret A Manger opened its first Veggie Pret store in Soho, London, last September following a successful pop-up. The business opened a second vegetarian store on Great Eastern Street in Shoreditch, London in April.
It has also expanded its vegetarian concept globally following the launch of the ‘Not Just for Veggies’ campaign in Hong Kong and the US.