Pret USA reveals brand facelift playing up chain’s ‘London touch’

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Rite has unveiled a rebranding for its American coffee shops that emphasizes the chain’s London “touch” to appeal to American consumers’ love of the capital.

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Pret’s American Cafe will soon have a new “Pret: London 1986” logo. The owners said the new logo is intended to “champion” the brand’s London heritage.

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The chain’s founders, friends Julian Metcalf and Sinclair Beacham, launched their first pret manger (French for “ready to eat”) on Victoria Street 35 years ago. The café’s French moniker – and the sophistication it implies – appealed to Londoners, along with its organic produce.

They entered the American coffee market in 2001 by opening a store on Broad Street in New York City, and now America is the chain’s most important market outside the UK.

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Today, announcing the rebrand, Prat’s US President Jori Broughett said: “What we’re bringing in is a touch of London, serving delicious food with friendly service.”

The rebrand is set to coincide with the launch of a renovation at the chain’s US property.

Pret, synonymous with office life and somewhat reluctant pandemic Belvedere, has closed more than 70 stores and eliminated 3,771 jobs since Covid hit. It was forced to secure emergency bank funding in April 2020, before receiving a £185 million capital injection from its owner, Luxembourg-based conglomerate JAB.

Bruuffet continued: “It’s been an incredibly difficult few years, but we are focused on reinvesting and innovating to improve the customer experience, while staying true to what we do best. We’ve got a great future ahead.”

Pret Chief Executive Officer Pano Cristeau, who took the reins in October 2019 after a 20-year career with the company, is aggressively adapting the UK business model to the reality of hybrid work – including delivery service, dinner menus, Including launching the frozen croissant. retailers, and £20 monthly coffee subscription.

This has led to fewer shops opening within the larger Tesco stores as the retailer looks for ways to attract customers to bricks-and-mortar sites. Sainsbury’s also launched a similar trial this summer with Carluccio’s owner Bopran Restaurant Group.

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