MARKETING MIX: Persuaders persuaded

Having masterminded the development of the Student Welcome Pack in 1989, Donna Spriggs bought out the company six years later to form Reaction UK, now the largest product sampling agency of its kind. Spriggs herself, however, prefers to sample sandwiches ...

Having masterminded the development of the Student Welcome Pack in

1989, Donna Spriggs bought out the company six years later to form

Reaction UK, now the largest product sampling agency of its kind.

Spriggs herself, however, prefers to sample sandwiches ...



’Good sandwiches are difficult to find in London but not impossible - so

I can’t pretend it’s just product quality that makes me a Pret A Manger

addict. Interior design can be one of the most persuasive marketing

tools and I admit that it is the main reason why I have succumbed

totally.



’While the sarnies and the service are a cut above the rest, it’s the

atmosphere created by the interiors which makes it compelling. With the

noise of the traffic behind glass double doors, you can almost believe

you are somewhere far more glamorous.



’The real marketing vision has been to conjure up a continental mood

without resorting to blatant ’theming’. It’s the clever juxtaposition of

food with French overtones and a sophisticated interior.



The greatest test of the brand came when they opened an outlet at Marble

Arch. I couldn’t believe that Pret could be immune to the sheep-dip of

Oxford Street and thought I would be disappointed. But, in fact, it

probably counts as one of my favourites.