Veggie fridges are going to appear in Pret restaurants around the country.
CEO Clive Schlee wrote on his blog that the trial is a response to the growing interest in meat-free food. A poll was made for Pret customers to decide if the brand will roll out veggie fridges into every shop, or open more Veggie Pret stores.
"Since then we’ve opened two permanent Veggie Pret shops in London and taken our ‘Not Just For Veggies’ menu and campaign to Pret shops across the UK, US, Hong Kong and France," Schlee wrote.
"We’ve learned that vegetarian food has to be delicious to win over meat-eaters. Our chefs have focused on creating new recipes that are full of flavour, colour and texture. It seems to be working – quite surprisingly, over half of the customers in our Veggie Pret shops are meat-eaters; and new ranges such as our Veggie Boxes, packed with ingredients like turmeric cauliflower and sweet potato falafels, are out-selling meaty options."
"Our chefs have expanded Pret’s veggie and vegan offering to such an extent that we can now honour the outcome of the original vote: we will be installing veggie-only fridges in shops up and down the country for one month. If you like them, we’ll keep them in place for the summer."
The green fridges will be accompanied by monthly veggie and vegan Chef’s Specials and a new campaign which aims to encourage more meat eaters to try Pret's veggie options.
Schlee wrote, "This approach does carry some risk and we are treading carefully. I’m curious if our veggie menu will appeal more or less to customers when highlighted in a single fridge. Will it attract or deter our regular meat-eaters? We’ll be monitoring your feedback and the sales very closely. Who knows… Perhaps it will help us find the best location for our next Veggie Pret?"
"We could hold all the focus groups we like but there’s really only one way to find out… let the next veggie trial begin!"
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