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Case Details |
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Case Code: MKTG376
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| Case Length: 9 Pages |
| Period: 2015-2017 |
| Pub Date: 2018 |
| Teaching Note: Available |
| Price:Rs.200 |
| Organization : Pret A Manger (Europe) Ltd. |
Industry : Quick-Service Restaurant (QSR) Industry
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| Countries : UK, Global |
| Themes: Marketing Management/Marketing Research |
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Pret A Manger`s Test Marketing of a New Product Line |
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INTRODUCTION |
In June 2017, Pret A Manger (Europe) Ltd. (Pret) an international sandwich chain, launched ‘All Veggie Fridges’ across 250 of its stores in the UK, following the success of its “Not Just for Veggies” campaign under which it had introduced an all-new vegetarian product line-up. The Veggie Fridges contained the most popular vegetarian and vegan dishes introduced during the campaign.
The “Not Just for Veggies” campaign had been launched in June 2016 to encourage meat eaters to eat less meat and try the new vegetarian options offered by the company. Pret claimed that the Veggie Fridges helped increase awareness among customers about the meat-free options available at the company’s outlets.
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| BACKGROUND NOTE - Next Page>> |
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