Profile: Jeremy Gilley

The man marketing world peace

Pret A Manger aims to dispel McDonald’s myth

Pret a Manger is planning a communications push to change the perception that it is still part owned by McDonald’s.

/s/r/f/pret160.jpg

McDonald’s bought a 33% stake in Pret in 2001 which helped the chain expand beyond the UK.

However, in 2008 Pret was sold to private equity firm Bridgepoint with Pret’s management team retaining a 33% stake.

Lewis PR has been appointed to handle Pret’s corporate, consumer and social media communications to push the sandwich chain’s “strong customer loyalty, innovative products and team personalities”.

The firm is planning a year-long programme of marketing and communications to build the brand’s global reach ahead of its 25th birthday.

PR strategy will focus on the chain’s commitment to give away unsold food to homeless charities at the end of every day. The chain claims it gave away more than 1.7 million meals to the homeless in 2010.

Alex Dower, Pret brand and strategy director, says: “Pret is embarking on its next stage of expansion and we wanted an agency that could help us grow globally.”

Pret operates 240 outlets across the UK, USA and Hong Kong.

Readers' comments (2)

  • It is not surprising that Pret-a-Manger want to strive to move away from their previous association with McDonald's. After all, they are completely different companies in terms of image, and it is natural that Pret want to build upon their own individual values and aesthetics. They do a wonderful job of providing unsold food to charities and those of us here at IUVO Marketing have witnessed first hand Pret donating unsold boxes of food to the development and disaster relief charity 'Article 25' in London. Well done to Pret!

    Unsuitable or offensive? Report this comment

  • Thank you for this. I have never bought from Pret A Manger because I still thought it was owned by McDonald's. Now I not only know it isn't, I also know it is feeding people. Change in my buying habits... again....this needs to be publicised more!!!

    Unsuitable or offensive? Report this comment

Have your say

Mandatory
Mandatory
Mandatory
Mandatory

Related images

Job of the Week

Top Jobs

social

+media Facebook Twitter LinkedIn
knowledge+bank