LONDON (Brand Republic) - Pret A Manger will not back its £20m investment in 50 new stores in the UK with advertising, claiming the brand is strong enough in its own right to attract consumers.
The company says it will never use traditional TV or poster ads, but did not rule out the possibility of using quirky promotions in its chain of sandwich shops in the future.
A spokeswoman said, “There will be no immediate investment [in advertising]. We have built the Pret brand up over 14 years and have never felt we needed to advertise.”
“If it became a priority, we would look something more original than poster or TV ads,” she added.
The 50 new stores will be opened away from the company’s London heartland, in locations such as Edinburgh, Milton Keynes and Windsor. The rollout will boost the total number of stores to 150. The group is also expanding into catering units, with five opening at Earl’s Court and Olympia exhibition centres.
Pret A Manger also opened its first store in Manhattan, New York this week and expects sales of £1m in the first year, capitalising on the city’s daytime population of 11m people.