Pret: Veggie Pret
The business found in 1986 by two university students who met whilst playing rugby has gained
fame and has 289 UK shops (as of February 2014). Veggie Pret is franchise of Pret A Manger that
exclusively sells vegetarian food and the business intends to open 20 new stores in specially selected
areas nationwide.
“Veggie Pret missions: We started Veggie Pret because you told us you wanted more delicious
veggie and vegan food. The first Veggie Pret opened as a pop-up experiment back in 2016 and we've
been growing ever since.”In this marketing campaign, I will produce a rationale to expand the Veggie
Pret brand. Achieving this purpose includes targeting key demographics through multi-channel
streams.
Market segmentations:
Demographic: The target for Veggie Pret are young professionals, professionals and students
between the ages of 15-34. The earning rates of the target market are middle-class earners, who are
employed, tourists etc.
Geographical: The target areas for Veggie Pret are urban areas, metropolitan cities (i.e. London) and
areas with high footpath, i.e. Soho, Stratford Westfield etc. High footpath will enable the stores to
gain attraction from tourists, students and workers travelling into the city through trains.
Behavioural: Pret A Manger is a fast food outlet that offers eat-in and takeaways, customers at Pret
A Manger are looking for quick breakfast/lunch to grab during breaks that is affordable and good
quality.
Psychographic: The consumers are cautious about the food they consume in modern era, consumers
are more conscious about the foods that are healthy and fresh but it has to be economical.
Consumers want food to be convenient to takeaway and hassles free of long ques during break-time.
SMART marketing aims and objective:
Aims:
- Increase brand awareness of veggie stores by 30% in London
- Open 10 new Pret Veggie stores in London over the course of 8 weeks
- Gain +5,000 followers on Instagram by end of campaign
Objectives:
- Identify USP
- Develop marketing campaign which:
o Identify our target market
o Spread on social media
o Plan for launch of stores in London within 8 weeks of campaign start.
Market research: The main outcome of this campaign is to increase the brand awareness of Veggie
Pret.
Primary data: Vegan and Vegetarian market survey conducted by Vegan Society. Survey conducted
by almost 10,000 people aged 15+.
, 1. “Nearly half of vegetarian who are not vegan said they would like to reduce their
consumption of dairy and meat.”
2. Movement driven by ethical and compassionate choices.
3. Close to half of all vegans are 15-34.
4. Study found 3.25% (~ 1.68 million) are either vegan or vegetarian.
5. Vast majority of vegans live in urban areas ( 88%) compared to rural (12%).
6. More females (68%) than males (37%) identify as vegan or vegetarian.
Secondary research:
According to the BBC, the UK market for meat-free foods was worth £740m in 2018 (up from £539m
in 2015). Interest in vegetarian and vegan products is increasing as retail sales are expected to reach
£658m by 2021. The vegetarian and vegan market isn’t only monetary successful but on Instagram
the hashtag (#vegan) has more than 87 million posts listed. Furthermore, the interest for veganism is
increasing due to Google searches, on Google UK people are asking about “How does veganism
affects climate change”, “How does veganism help sustainability”.
The Veganuary campaign launched in 2014 in the UK has gained wide social media coverage for
encouraging people “to try vegan for January and beyond”. In January 2019 over 250,000 people
pledged to go vegan for the first month of the year. Furthermore, the majority (87%) of Veganuary
participants in 2019 were female.
Reference: BBC News. https://www.bbc.co.uk/news/business-44488051
Target Market:
The overall target market of Veggie Pret are young professionals and students because close to half
of vegans are between the ages of 15-34 (34% from the vegan society) and around 1.68 million
people are either vegetarian or vegan. The majority of vegans are females (67%) compared to men.
- Age: 15-34
- Gender: Females (67%).
- Urban areas- London.
Competitors: Positioning High quality
Low price High price
Low quality
The business found in 1986 by two university students who met whilst playing rugby has gained
fame and has 289 UK shops (as of February 2014). Veggie Pret is franchise of Pret A Manger that
exclusively sells vegetarian food and the business intends to open 20 new stores in specially selected
areas nationwide.
“Veggie Pret missions: We started Veggie Pret because you told us you wanted more delicious
veggie and vegan food. The first Veggie Pret opened as a pop-up experiment back in 2016 and we've
been growing ever since.”In this marketing campaign, I will produce a rationale to expand the Veggie
Pret brand. Achieving this purpose includes targeting key demographics through multi-channel
streams.
Market segmentations:
Demographic: The target for Veggie Pret are young professionals, professionals and students
between the ages of 15-34. The earning rates of the target market are middle-class earners, who are
employed, tourists etc.
Geographical: The target areas for Veggie Pret are urban areas, metropolitan cities (i.e. London) and
areas with high footpath, i.e. Soho, Stratford Westfield etc. High footpath will enable the stores to
gain attraction from tourists, students and workers travelling into the city through trains.
Behavioural: Pret A Manger is a fast food outlet that offers eat-in and takeaways, customers at Pret
A Manger are looking for quick breakfast/lunch to grab during breaks that is affordable and good
quality.
Psychographic: The consumers are cautious about the food they consume in modern era, consumers
are more conscious about the foods that are healthy and fresh but it has to be economical.
Consumers want food to be convenient to takeaway and hassles free of long ques during break-time.
SMART marketing aims and objective:
Aims:
- Increase brand awareness of veggie stores by 30% in London
- Open 10 new Pret Veggie stores in London over the course of 8 weeks
- Gain +5,000 followers on Instagram by end of campaign
Objectives:
- Identify USP
- Develop marketing campaign which:
o Identify our target market
o Spread on social media
o Plan for launch of stores in London within 8 weeks of campaign start.
Market research: The main outcome of this campaign is to increase the brand awareness of Veggie
Pret.
Primary data: Vegan and Vegetarian market survey conducted by Vegan Society. Survey conducted
by almost 10,000 people aged 15+.
, 1. “Nearly half of vegetarian who are not vegan said they would like to reduce their
consumption of dairy and meat.”
2. Movement driven by ethical and compassionate choices.
3. Close to half of all vegans are 15-34.
4. Study found 3.25% (~ 1.68 million) are either vegan or vegetarian.
5. Vast majority of vegans live in urban areas ( 88%) compared to rural (12%).
6. More females (68%) than males (37%) identify as vegan or vegetarian.
Secondary research:
According to the BBC, the UK market for meat-free foods was worth £740m in 2018 (up from £539m
in 2015). Interest in vegetarian and vegan products is increasing as retail sales are expected to reach
£658m by 2021. The vegetarian and vegan market isn’t only monetary successful but on Instagram
the hashtag (#vegan) has more than 87 million posts listed. Furthermore, the interest for veganism is
increasing due to Google searches, on Google UK people are asking about “How does veganism
affects climate change”, “How does veganism help sustainability”.
The Veganuary campaign launched in 2014 in the UK has gained wide social media coverage for
encouraging people “to try vegan for January and beyond”. In January 2019 over 250,000 people
pledged to go vegan for the first month of the year. Furthermore, the majority (87%) of Veganuary
participants in 2019 were female.
Reference: BBC News. https://www.bbc.co.uk/news/business-44488051
Target Market:
The overall target market of Veggie Pret are young professionals and students because close to half
of vegans are between the ages of 15-34 (34% from the vegan society) and around 1.68 million
people are either vegetarian or vegan. The majority of vegans are females (67%) compared to men.
- Age: 15-34
- Gender: Females (67%).
- Urban areas- London.
Competitors: Positioning High quality
Low price High price
Low quality
