Pret A Manger
Determining the precious brand elements for replication in future store roll outs
The Challenge
Identify what makes Pret relevant, distinct and compelling both as a brand and store experience in the Chicago QSR arena
The Approach
- Accompanied shops to gain interactive consumer perspective regarding store navigation, the store environment and product selection
- Focus groups held on-site for a more experiential environment to better understand the appeal, uniqueness and relevance of the brand
- to discover regional consumer's attitudes to 'fresh' and 'healthy'
- to establish brand identity through eyes of Chicagoans
- to deconstruct the in-store experience
What we did
- Consumer intelligence
- Brand visioning
- Competitive analysis
- Communications
- In-store experience
Outcomes
- Clear direction for signage
- Recommendations for menu lineup
- Identify key communication messages
- Tightened brand positioning and consumer understanding
