Pret A Manger Launches New Premium Salad Range Amidst Intensifying Office Lunch Battle
London, UK – In a strategic move to capture the burgeoning office lunch market, Pret A Manger has unveiled a new line of “Super Plates,” premium salads priced up to £12.95. The company asserts these offerings are competitively priced, aiming to meet a growing demand for larger, more nutritious lunch options as more employees return to city offices.
The new “Super Plates” feature four distinct varieties, including a chipotle chicken and a miso salmon option. These salads are reportedly nearly 60% larger than Pret’s existing salad offerings and are prepared with high-quality ingredients, such as kale that has been “hand massaged.” This emphasis on premium ingredients and larger portions signals Pret’s commitment to elevating the everyday office lunch into a more substantial and satisfying meal.
A spokesperson for Pret A Manger explained the pricing strategy, stating that the new range was developed to “reflect a shift in customer habits.” The company has observed a trend where workers are increasingly willing to treat themselves to more filling and higher-quality lunches on the days they are physically present in the office. This insight has driven the introduction of these more premium, albeit more expensive, salad options.
The launch comes at a time when the market for office lunches has become increasingly competitive. Many companies, including Pret, experienced significant challenges during the COVID-19 pandemic as widespread working-from-home mandates reduced footfall in urban centres. As businesses now encourage or require employees to return to their workplaces, the demand for convenient and appealing lunchtime options has surged, intensifying the competition among food retailers.
This move into higher-priced salads also follows previous adjustments by Pret to its popular subscription model and food discounts. Last year, the company altered its “coffee subscription” deal, which previously offered up to five coffees a day for a monthly fee, to a revised model. Additionally, Pret discontinued its 20% food discount, citing a desire to streamline its pricing structure.
Pret faces formidable competition from established players and emerging brands. Greggs, a major competitor, has been recognized as the most popular dining brand in the UK in recent years, highlighting the strong consumer loyalty within the quick-service food sector. Furthermore, specialized salad chains such as Atis, Farmer J, and Salad Project have already carved out a niche by focusing on premium, health-conscious options tailored for urban professionals.
The new “Super Plates” are currently available in over 250 Pret shops located in major cities across the UK, including London, Birmingham, Edinburgh, and Manchester, ensuring accessibility for a significant portion of the target demographic.