Pret A Manger is to install veggie-only fridges across its estate for a one-month trial.
Chief executive Clive Schlee said he would honour recommendations from customers last year to test the concept, which would become permanent if popular.
He said: “The bold green fridges will be accompanied by monthly veggie and vegan Chef’s Specials and a new campaign which aims to encourage more meat eaters to try our veggie options. This approach does carry some risk and we are treading carefully. I’m curious if our veggie menu will appeal more or less to customers when highlighted in a single fridge. Will it attract or deter our regular meat-eaters? We’ll be monitoring your feedback and the sales very closely. Who knows… Perhaps it will help us find the best location for our next Veggie Pret?
“We could hold all the focus groups we like but there’s really only one way to find out… let the next veggie trial begin!”
The same survey prompted the group to open two permanent Veggie Pret shops in London and roll its ‘Not Just For Veggies’ menu and campaign out across the country.
