Pret A Manger Unveils 'Joyful' Brand Overhaul as It Eyes Global Growth

UK-founded international coffee chain Pret A Manger has unveiled a freshly-brewed brand purpose and visual identity to reflect its move into new global markets—and highlight its ongoing digital transformation. The high-street business said its new mission will be to “make every day a little brighter for customers,” with a vision to “spread joy at every interaction with the brand”—whether that’s online or in-store. The renewed sense of purpose has been crystalized in a new strapline: “Pret. Makes Every Day.” This is designed to call attention to the store’s handmade products, as well as the role it plays in customers' lives. To communicate these values, independent design shop Jones Knowles Ritchie (JKR) has crafted what it said is a more “accessible, uplifting” brand identity, which will be rolled out across all digital assets, packaging and products in the 550 shops Pret operates in 11 markets, including the U.K, U.S and Hong Kong and France. In the U.K, Pret is a lunchtime staple of office workers and commuters. As a brand, it is well known for its "Random Acts of Kindness" policy, which sees every branch allocated a budget of free food and drink to hand out to customers. Its charitable arm—The Pret Foundation—also builds on this principle, donating surplus food to shelters and food banks. The new brand blueprint will aim to build on these efforts. Next phase of transformation Pret’s latest evolution follows on from the Starbucks and Costa Coffee competitor upping the ante on global growth and investing in digital capabilities. The group reported debts of almost £400m at the end of 2020, after profits were dramatically affected by the pandemic amid store closures. The London-focused business was also hit by the shift to working from home and a decline in tourist numbers in the capital. However, 2021, the business announced a plan to double in size within the next five years. Part of this blueprint included ambitions to open 200 more stores in the UK by 2023—and expansion into new markets via international franchise partners, starting with Ireland, Canada and the Middle East. At the heart of Pret’s transformation plan has been a significant shift in the way it serves customers, providing food and coffee through digital and retail channel. The sandwich maker appointed VCCP as its first global integrated agency in the summer of 2021 to power its pivot to becoming a “fully omnichannel business” across Europe and the U.S. In 2020, Pret launched what it claimed to be the U.K’s first Coffee Subscription service, giving people the ability to claim five hot drinks every day for $30 a month. Partnerships with grocers such as Tesco, Sainsbury’s, Amazon and other retailers to sell bake-at-home frozen croissants, granolas, ketchups and coffee have followed. At the end of last year, Pret reaffirmed its “Random Acts of Kindness” policy, with its first loyalty program featuring rewards ranging from cookies, coffee and even free popcorn. “Pret Perks” was made available via digital accounts on the chain’s website and iOS app. At launch, Pret revealed a plan to personalize the rewards on offer. Pret a Manger Extends Digital Offer Introducing First Loyalty Program Jane Walker, global brand and comms director at Pret A Manger, said the brand rejig had been "freshly-made for the digital age," while also being deeply rooted in Pret’s legacy as a generous brand. “Our business has gone through huge changes over the past two years—and we recognized the need to bake our new identity into every asset, interaction and touchpoint," she added. How British Retailer Boots Is Balancing Purpose With Profit