Veggie fridges at Pret

Veggie fridges are being installed at Pret

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.

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