Pret A Manger has created a new senior management role to reflect its ongoing shift towards becoming on multi-channel business.

Alex Chisholm becomes global omnichannel director, having previously served as global digital director, and digital transformation director.

He will lead development and delivery of omnichannel commercial strategy, test-and-learn deployments, and business readiness planning throughout global markets, including B2B / B2C delivery, digital shops, partnerships, and new formats.

Pret has frequently discussed its strategy of moving away from being a purely bricks and mortar retail business during the pandemic, and into a more diversified, multi-channel business.