Case 1 - Pret a Manger

Case Analysis – Pret A Manger Ajay Chandar – DM 16103 Shorya Umang Jain - DM 16143 Pratee Sharma – DM 16160 !iranya "ar#ha Deshm$h

Situational Analysis:

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Pret A Manger is British sandwich chain known not only for its quality of food but also for its attentive service. It has been popular in Great Britain and is set to expand in .!. " #ong $ong. It had %&% shops in Britain' .!. and #ong $ong by %()). *he +,- of Pret A Manger feels that that the arket is not saturated and certain easures need to be taken. *hey intend to set up /twin stores0 1 stores that are too sall to include kitchens and instead received sandwich deliveries by trolley fro parent shops which were one or or % blocks away.

Problem Analysis:

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In the era of arket saturation' it is becoing difficult for Pret A Manger to find suitable real estate that can satisfy the copany0s requireents for prie street visibility and necessary kitchen space. - Bridgepoint has set a challenging expansion goal of increasing the nuber of shops  by )2 about )23 each year. year. - But for doing so' they need to open ore and ore /twin stores0 where there will be no kitchen and hence' they will go against what Pet A Manger is known for. In order to achieve its expansion target of )23' Pret a Manger would necessarily have to twin. #owever' this could potentially daage the reputation of the brand' whose nique 4alue 4alue Proposition is that it sells freshly5ade sandwiches.

Solution

In order for Pret to retain its value proposition and successfully ipleent its twin store concept' the copany should consider taking the following easures6

). A branding exercise to distinguish the twin stores fro the other stores %. Provision of sufficient physical proof that the sandwiches are fresh' despite the fact that they are not ade at the twin store.

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*he *win *win !tores that do not have kitchens should be branded ;slightly< differently in order to Express distinguish the fro the other stores. *his could be on the lines of  Pret A Manger Express or Pret Express Express.

*he proise of this brand would be that the sandwiches are =ust as fresh as they would be at a other store' despite the fact that they are ade outside. *his can be achieved by providing  physical evidence to this effect.

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,very twin store should provide enough physical evidence to convey the proise of freshness. A few ways to achieve ac hieve this are as follows6

). *hat the sandwiches are brought in by trolley is proof that the sandwiches are prepared close enough to the store for an eployee to bring the in without otor transport. *his could be ephasi@ed through in5store posters.

%. ,ach twin store should proinently display the location of other store fro which it  brings in its sandwiches.

*his would serve to highlight the proxiity of the source of the food to the twin store. As ost patrons would know how close the neighborhood of the other store is to the twin store' this would reinforce the proise of freshness.

. *he food delivered to the *win stores would be packaged differently in order to do away with the Creshly Made At *his !tore label. *his label could be replaced with a line that reads Made at a Pret store DDD inutes away' with the blank filled with the nuber of inutes it takes a Pret eployee to walk with the sandwiches fro the other store to the twin store.

E. -ther eleents 5 such as a chart displaying the nuber of deliveries that happen in a day' and a ?,9 tier counting down the inutes to the next delivery 5 would also reinforce the frequency at which fresh food is delivered.

Conclusion

Fhile it is iportant for Pret A Manger to set up new stores' it is iportant that the brand0s unique value proposition reain. *herefore' a cobination of brand extensions and physical evidence would help Pret let its custoers know that its sandwiches are always fresh' irrespective of whether they are purchased at a other store or at a twin store.