Skip to main content

Pret: A Brand To Watch

I love going to Pret for my coffee in the morning. It’s not just another coffee place.

Pret is love.

I can tell how much they care about the food they serve. For one thing the presentation is so appealing. (I eat kosher, but God does allow me to admire a chicken hotwrap.)

All of their food is fresh. If you don’t see it on the shelf, it’s because they haven’t made it for that day just yet.

Their brown paper packaging is not only appealing in a basic way, but also tells me they care about the environment.

The eggs are cage-free. I didn’t need for that to be true, but I like knowing it. And that fact is proudly displayed directly even on the ingredient list for a simple egg salad sandwich.

Pret is love. They love the bounty of nature, their ingredients, and they take good care of the planet, too, with thoughtfully designed trash receptacles that actually make me want to recycle.

The staff works as a team. They seem to genuinely like each other, from what I can tell.

Their good feeling translates into a customer service ethic that is very much on point and in sync.

They will even fill my filthy Starbucks cup with coffee and 2 shots of espresso. No sneering at other brands. No judging the fact that I haven’t washed it. Just because I ask.

Pret is a great brand because it is a philosophy of life that translates to every single thing they are selling. Even their brownies are handmade, and each one is carefully titled a “love bite.”

The Pret brand philosophy is obvious, but they take great care to tell you about it, too. They just seem very proud of who they are and what they’re about.

If they take this much care with a pepper…

If they go this far out of their way to tell me that unripe avocados are “horrid”…

If even their napkins proclaim their values…

Then I feel really good about being there, and buying their food.

They have a good attitude as well. Like, in order to write this post and show you all the good stuff here, I had to take photos. They asked me about it, and then let me keep going. I appreciate their trust.

Did I mention that they always double-stamp my loyalty card when I come in here? (I’m pretty sure they are making money off me anyway…they aren’t cheap but the coffee is far superior to any other chain in the city.)

As a side note, as much as I love the Starbucks brand as well, it is obvious to me that in comparison with a place like this, they are on the decline.

My main metric for this is the staff. No matter where I go, they always seem to be going through the motions.

Concurrently, and in a similar way, there is handwriting on the boards but it seems very “prepackaged.” The snacks are also pretty good, but they have the feel of something that was outsourced too much, to people who once had passion for their craft and then lost it.

All opinions my own. Photos by me.

Popular posts from this blog

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …