Pret A Manger Ups the Ante: New £13 Salads Target Premium Office Lunch Market Amidst Fierce Competition

Pret A Manger, a prominent name in the quick-service food industry, has unveiled its latest offering: a new line of “Super Plates” salads. These are not just any salads; they are positioned as premium options, with prices soaring up to £12.95. The company defends these higher price points by emphasizing that they are “competitively priced” within the current market landscape. These new salads are significantly larger, boasting nearly 60% more volume than Pret’s existing salad range, and are packed with what the company describes as “premium ingredients.” The elaborate preparation even includes kale that is “hand-massaged,” signaling a commitment to quality and a higher tier of dining experience.

A spokesperson for Pret articulated that the introduction of these “Super Plates” is a direct response to a growing consumer demand for larger, more nutrient-dense meal options. This strategic move comes at a crucial juncture for the food-to-go sector. The COVID-19 pandemic had a profound impact, with many businesses, including Pret, experiencing a downturn as a significant portion of the workforce shifted to remote working arrangements. Now, as companies increasingly encourage or mandate a return to office environments, the lunchtime market has become a fiercely contested battleground once again.

The most expensive item in this new collection is the Miso Salmon salad, priced at £12.95. Pret’s justification for this premium pricing strategy is rooted in what they term “a shift in customer habits.” The company notes that the inclusion of more premium ingredients reflects an evolving trend where office workers are increasingly inclined to treat themselves to more substantial and satisfying lunches on the days they are physically present in the office. This suggests a growing segment of the workforce is willing to allocate a larger portion of their budget to their midday meal, seeking an elevated experience beyond a standard sandwich or snack.

It is worth noting that Pret has encountered customer discontent in the past regarding changes to its subscription models. Last year, the company altered its popular deal that offered up to five coffees daily for a monthly fee. The revised offer provided up to five half-price coffees for a reduced monthly charge. Furthermore, Pret also discontinued its 20% discount on food items, citing discomfort with a dual pricing system. These past decisions may influence current customer perceptions of price adjustments.

Pret faces robust competition in this increasingly competitive market. Bakery giant Greggs, for instance, was recognized as the most popular dining brand in the UK in 2025 and ranked as the second strongest brand overall in 2024, according to data from Statista. Beyond established brands, Pret also competes with newer entrants like Atis, Farmer J, and Salad Project, all of which specialize in premium salads and lunches tailored to urban professionals. For example, a “J’s Classic Fieldtray” at Farmer J costs £11.50, while a regular “Green Goddess” salad at Atis is priced at £7, with a large option at £8.

Despite the apparent trend towards premium lunches among some city workers, the broader economic climate remains a significant factor. Many consumers continue to grapple with the ongoing cost of living crisis. Data from the Office for National Statistics (ONS) indicates that in May of the current year, approximately six in ten adults reported an increase in their cost of living, with only a mere 1% noting a decrease. This prevailing economic uncertainty could temper the enthusiasm for higher-priced convenience foods, even as Pret aims to cater to a perceived demand for more upmarket options.

The new range of premium salads from Pret A Manger is currently available in over 250 of their shops, strategically located in major urban centers such as London, Birmingham, Edinburgh, and Manchester. This widespread availability aims to ensure that the new offerings reach a significant portion of the target demographic: the returning office worker seeking a more substantial and quality lunch experience.