The chain, which operates 120 stores in the UK, has overhauled its branding and introduced a new store design that will roll out next year. It is the first brand revamp since the chain launched in 1996.
It has overhauled the layout of its stores to make customer experience “as efficient and user friendly” as possible and introduced a digital menu board that tells customers what menu items will be available that day, the next day and the next week.
The kitchen has been opened up so that customer can see food preparation and to make it a larger part of the experience.
More colours have been introduced to the branding with different colours on packaging for each food range to add more visual variety.
Sarah Doyle, EAT’s first marketing director, who joined the chain eight months ago to steer the rebrand, told Marketing Week: “We haven’t done this to take on Pret but it would be foolish to say that we’re not competing with them and with high street supermarkets. We needed to marry the complex food ranges and diversity with the ‘keep it simple’ ethos of the brand to move it forwards.”
Doyle was brought onboard earlier this year to develop a new brand strategy ahead of “ambitious” expansion plans. It aims to become more national as more than two thirds of its existing stores are in Greater London.
EAT is also introducing a number of new food and drink ranges including a Spanish Cortado coffee and a self service freshly baked breakfast range.
The new branding, developed by The Plant, was unveiled at a new-look concept store in london today (21 November).
Doyle also plans to develop a social media strategy for the brand to optimise its existing presence on social media platforms because much of its marketing is through word of mouth.