Pret A Manger Unveils Premium £13 Salads Amid Fierce Office Lunch Competition

In a strategic move to capture the evolving tastes and demands of the modern office worker, Pret A Manger has launched a new line of “Super Plates,” featuring four premium salads priced between £9.95 and £12.95. This expansion into higher-priced, larger meal options signals a significant response to the increasingly competitive market for workplace lunches, a sector that experienced a downturn during the pandemic but is now regaining momentum as more employees return to city offices.

The new “Super Plates” are not just about a higher price point; they represent a substantial increase in portion size, being nearly 60% larger than Pret’s standard salad offerings. These meals are crafted with “premium ingredients,” including ingredients like “hand-massaged” kale, aiming to provide a more substantial and nutrient-rich experience. Pret’s spokesperson highlighted that the pricing is considered “competitive” within the context of these enhanced offerings, catering to a perceived shift in customer habits where workers are willing to treat themselves to more filling and sophisticated lunches on office days.

This move comes after Pret experienced significant adjustments to its popular customer loyalty programs. Last year, the company faced criticism for modifying its subscription service, which previously allowed subscribers up to five coffees daily for a set monthly fee. The terms were altered, limiting it to five half-price coffees per month for a reduced fee. Furthermore, Pret discontinued its 20% food discount, a decision attributed to the company’s discomfort with a dual-pricing structure for its food items.

The lunchtime market is fiercely contested, with Pret facing strong competition from various players. Greggs, a prominent bakery chain, has been recognized as a leading dining brand in the UK, enjoying high popularity. Beyond established names, newer ventures like Atis, Farmer J, and Salad Project are specifically targeting the urban professional demographic with menus centered around premium salads and nutritious lunches. For example, a “J’s Classic Fieldtray” at Farmer J costs £11.50, and Atis offers its “Green Goddess” salad in regular and large sizes for £7 and £8, respectively, demonstrating the price expectations in this segment.

Despite these premium offerings, the backdrop of the ongoing cost of living crisis remains a significant factor for many consumers. Recent data from the Office for National Statistics (ONS) indicates that a substantial majority of adults (around six in 10) reported an increase in their cost of living in May, with only a minimal percentage experiencing a decrease. This economic pressure suggests that while some consumers may opt for premium lunches, affordability remains a key concern for a large portion of the population.

Pret’s new “Super Plates” are currently available in over 250 of its shops located in major cities across the UK, including London, Birmingham, Edinburgh, and Manchester, ensuring accessibility for its target urban clientele.