A Recipe for the Regions: Pret

The Challenge

With over 500 locations worldwide, Pret has long excelled at serving fast, fresh food to people on the go. But while the brand thrives in major city centers, their traditional model wasn’t landing in smaller British towns and regional locations. To unlock profitable growth in these areas, Pret recognized that they needed to rework their recipe for success and adopt a more Challenger way of working.

The Unlock

Pret partnered with eatbigfish to uncover what truly sets the brand apart in markets where convenience culture looks different. Working closely with the Pret team and their research partners, we embedded ourselves in the process, integrating multiple research streams to surface real behavioral insight. A ‘Shop Safari’ sent teams to regional Pret shops, local competitors, and out with non-Pret customers to see the experience through fresh eyes. 

By introducing the Challenger concept of ‘Can If’ (we can do x, if y), eatbigfish were able to push Pret’s thinking beyond what they had tried in previous refreshes. They were able to move past limitations rather than getting stuck at each hurdle. Through a series of workshops which also involved franchisees, we explored what a regional Pret of the future should look and feel like — a place that could build richer relationships with local communities while staying true to Pret’s distinct strengths.

The Output

At the heart of Pret is a simple belief: food matters. Their commitment to fresh ingredients and delicious recipes is what differentiates them — particularly outside big cities. Together, we defined how regional shops could better showcase this, creating a blueprint for a new kind of destination store. The model serves both dwellers and grab‑and‑go customers, bringing Pret’s food and coffee back to the center of the experience.

The strategic work informed the design and launch of two flagship regional stores, in Maidenhead and Dundee, in 2025 with plans to rollout hybrid stores in other parts of the UK being actioned throughout 2026. After seeing success in the UK, the strategy is also being considered for its potential globally.