Pret A Manger is seeking to transform from a “shops-first brand” into a business with a “truly omni-channel approach”

Pret A Manger has appointed London-based creative agency VCCP to grow its digital sales channels. The appointment concludes a tendering process first announced by Pret in March 2021 to transform the coffee and food-to-go chain from a “shops-first brand” into a business with a “truly omni-channel approach”. 

According to a VCCP press release, the creative agency’s appointment ‘marks a shift in Pret’s brand and communications strategy, with a growing focus on digital communications and omni-channel marketing.’  

Founded in 2002, VCCP specialises in advertising, brand strategy and social media campaigns, with clients including telecoms giant O2, low-cost airline easyJet, and the Cadbury’s chocolate brand.  

“We launched this pitch process with the aim of finding an agency with the capabilities to match our values and our ambitions to bring Pret to people wherever they may be living, working, or travelling,” said Dan Burdett Chief Customer and Growth Officer at Pret A Manger. 

“VCCP has a track record of delivering fantastic creative work and will bring a holistic approach to our marketing, making them the perfect partner to help us communicate with customers as a truly omni-channel business,” he added.  

Pret A Manger has been severely impacted by sharp reductions in commuter and office worker footfall during the pandemic. World Coffee Portal data shows Pret closed net 14 stores during 2020 to operate around 375 sites in its native UK market. In August 2020 the chain said it would reduce its UK workforce by 2,800 staff. 

The chain, which was acquired by German conglomerate JAB Holdings for a reported £1.5bn in 2018, has subsequently sought to diversify its sales channels to cater to increased levels of home working and capture a greater share of the booming at-home coffee market. 

In September 2020, Pret launched ‘YourPret Barista’, a coffee subscription service offering up to five barista-beverages per day for a £20 ($26) monthly subscription, in the UK. The coffee chain also partnered with UK supermarket Waitrose and online giant Amazon in November 2020.  

Pret has also sought to expand from its core London customer base by opening concession stores within Tesco supermarkets across the UK.