Pret A Manger introduces ‘Good Evenings’ trial with wine and beer now on the menu

Marketing Week can reveal that Pret has started a trial for a fine dining evening concept at its Strand-based shop in London, with the chain selling everything from beers to meat balls and changing its service from 6pm to 11pm to include menus, crockery and jazz music, in a bid to take night trade from bars and restaurants.

The menu, which has several new items including spicy meatballs, chicken and bacon cobb, as well as salt beef sourdough toasties, will offer alcohol options to bring in the after-work crowd.

There will be a sparkling wine option, three whites and three reds, with all the French wines supplied by Bibendum. There will also be two UK craft beers on offer.

The highest priced item (chicken and bacon cobb salad) on the evenings menu will be £6.95, and it will also include some of the same day-time items, such as macaroni cheese. However, staple choices such as the Quinoa Hot Pots will be 50p dearer due to increased evening sizes.

If the trial is a success, the ‘Good Evenings’ concept could be rolled out across other UK stores, according to marketing director Mark Palmer.

“We already have a significant number of shops that trade until late night, so this makes sense for us,” he told Marketing Week.

But despite the move following food-on-the-go rival Starbucks, which recently announced its own Evening Programme and the addition of alcohol to the menu, Palmer insists Pret is offering something unique.

“I think when you pay high rents on an established infrastructure, you have to look if you do something new in the times where you’re not traditionally as strong.”

He added: “We have shops in London and some of the regional cities near shopping centres and cinemas, and there the evening trade is now a bigger opportunity than breakfast so if this does well, it could get bigger. With Good Evenings we are taking the Pret menu to the next stage and offering a unique fine dining experience that maintains the casual Pret feel.”

Pret, which currently has 380 shops globally, raised turnover by 15% to £500m and profits by 9% in 2013.

It is aiming to open 30 new stores this year, with its UK openings focused outside of London, which currently offers its biggest share of stores.

Hide Comments2 Show Comments
Comments
  • Lucas Elvira 6 Apr 2015 at 11:37 am

    Smart move.

  • Matthew A Lloren 9 Aug 2015 at 6:54 pm

    Leon has been doing something similar. Looks like they target the same persona that buys the ready meals at marks and spencer / waitrose / tesco on the way home. This definitely is not a date night proposition … For most.

  • Post a comment

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here