Fudge brownie with fries to go

The deal between McDonald’s and Pret a Manger (MW February 8) makes perfect sense. Fundamentally, both are businesses built on tightly managed service systems, with relatively low customer-facing human input. They are businesses that take a relatively cheap raw material – bread – and add value to it. Even the environments that the two brands have created share similarities once the superficial dressing are removed. Neither encourage customers to hang around – McDonald’s sloping chairs, Pret’s relatively few seats. There’s not a Pret equivalent of the Big Mac, but maybe the brownie comes close.

Both companies have created consistent and compelling brand experiences, managing every detail to guarantee the best-possible customer service within their defined narrow limits. The basic service system is capable of worldwide replication with low-cost product modifications.

Maybe there will be clashes over food values but I doubt it. McDonald’s is run its own way and is every bit as picky about the materials it uses as Pret. If it isn’t Idaho Russet it’s not going in the fries.

The deal – and the resultant globalisation of Pret – means the ‘a manger’ chunk of the brand will doubtless disappear. But after all, sandwiches are the epitome of fast food – and fast food needs a speedy name. Pret as the Starbucks of the 21st Century? It’s a possibility

Graham Harding

Development director

The Value Engineers