Brand of the Year Pret A Manger serves up record results

The winner of the 2016 prize at Marketing Week’s Masters of Marketing Awards credits innovation, service and insight for delivering £776m revenues

Pret A Manger hailed elements of its marketing mix for helping it post record results in 2016.

The sandwich marketer says sales from stores open for a year or more increased 4.8% last year. Total sales including income from the 50 new stores opened last year increased 15% to  £776m.

Innovation in both product and formats was credited for driving the increase. Pret says its new soup ranges led to a 16% increase in soup sales and its two Little Veggie stores, the first of which was opened in June following customer feedback and a spike in demand for vegetarian options, had been particularly successful.

READ MORE: How Pret used customer insight to shape its new veggie pop-up strategy

Pret A Manger’s CEO Clive Schlee says the company will continue to focus on the menu innovation, service and food quality mix that make up its “freshly made food and fast proposition”. Pret leans on all elements of its marketing mix, eschewing big budget advertising campaigns in favour of investing in the in-store experience and social media to speak regularly with customers.

The chain reshuffled its marketing team in 2016, with group marketing boss Mark Palmer stepping into an advisory role and food director Caroline Cromar taking on day-to-day marketing responsibilities.

Pret A Manger scooped the Brand of the Year gong at The Masters of Marketing last year, beating the likes of Deliveroo, Facebook, Lidl and Snapchat to win the coveted prize.

Marketing Week’s Masters of Marketing is currently open for entries. You’ll have to hurry though, the deadline for entries is next week (1 May). For more information on categories and to enter any of the 36 categories, visit www.themastersofmarketingawards.com

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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