Pret a Manger has conducted a poll of its consumers to gauge interest in a vegetarian-only store – but with less than 50% showing support for the scheme, it remains to be seen whether the company will forge ahead with the plans.
The sandwich store chain undertook the research after noticing “a distinct shift towards vegetarian” food. 44% of respondents said that Pret a Manger should open a vegetarian-only store, but more promisingly 52% hinted that they would like to see more vegetarian options in store, urging the company to offer a fridge of vegetarian-only food in every UK location. 4% said that Pret a Manger’s food offering was “fine as it is”.
The company currently offers vegetarian SuperBowls, with its beets, squash and feta salad outperforming chicken, salmon and crayfish alternatives in terms of sales volume.
According to Pret a Manger CEO Clive Schlee, “this would have been unheard of five years ago”.
Schlee said: “Of course there are good reasons to eat less meat… Aside from the animal welfare arguments, the UN says that the single most important step an individual can take to reduce global warming is to adopt a meat and dairy-free diet.”
He also warned against alienating Pret a Manger’s meat-eating consumers, pointing out that the store’s most popular sandwich is the chicken caesar and bacon baguette; chains such as Five Guys and Chipotle, which are among the fastest growing in the world, have “distinctly animal protein-oriented” menus.
“One idea,” Schlee continued, “is to open a vegetarian Pret a Manger shop. It would offer the usual Pret menu but replace sandwiches and salads containing meat and fish with a delicious range of vegetarian items. These dishes would have to be good because in the food business, it is always taste that wins the day. Put simply, vegetarian food has to be delicious if it is to gain more traction.
“The danger of doing this is that we take choice away and upset loyal customers and, of course, we love our current range. The reason to do it is to act as a beacon for more innovation at Prêt for the future, which offers greater choice. It would encourage Pret to create tastier vegetarian food and tempt customers who are inclined to try new alternatives.”
This idea is still in its infancy. There are some within Pret who believe we should be more cautious and simply put in a dedicated fridge full of vegetarian food. Other colleagues are excited by the symbol and the challenge.”
The chain is yet to comment on whether it will press ahead with a vegetarian store, install more vegetarian-only food fridges in its UK-wide stores, or remain cautious and continue with its current food offering.
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