Pret has introduced veggie fridges in select outlets across the country in an expansion of its successful campaign to promote vegetarian meals.
The chain now has two veggie-only stores, which it made permanent after positive consumer reaction and higher-than-expected sales.
Now, the company is installing green fridges in various outlets for a month, accompanied by monthly veggie and vegan ‘specials’ and a new campaign to encourage more meat eaters to try veggie options.
If successful, the fridges will be kept in place for the summer, Pret CEO Clive Schlee wrote in a blog.
“This approach does carry some risk and we are treading carefully,” Schlee wrote. “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.”
Reaction to the fridges may help determine the next Veggie Pret location, he added.