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Mon, 27 Apr 2026

Mon, 27 Apr 2026 Less bread and WFH Fridays – what Pret boss knows about our habits

Customers want great value but that doesn't necessarily mean the cheapest products, says Pano Christou.
Pret A Manger CEO Pano Christou has been studying consumer habits and notes that people are increasingly seeking green leaves, venturing into offices more gradually, and opting for larger, pricier protein and fiber-packed options. However, despite these changes, customers still prioritize good value. Christou attributes Pret's struggles to maintain a competitive price point to inflation, the Autumn Budget, and changing commuter habits post-Covid. The company has tried to address this issue through its subscription model, which currently costs £5 per month for up to five half-price drinks a day. While Pret saw a 25% increase in subscribers last year, other chains like Costa offer free loyalty schemes with perks such as free drinks and meal deals. Pret's "Super Plates" salad range has been popular, selling 40% more items than expected, but Christou notes that bread-based products remain the most popular choices. The rise of weight-loss drugs may lead to a reevaluation of portion sizes, but Christou believes it's too early to tell what impact this will have on businesses. He also observes a gradual return to office work, with Fridays being quieter in Pret stores. Pret is adapting its store locations to reflect these changes, but the bulk of their estate remains in city center locations. Rising costs and inflation are concerns for both businesses and consumers, and Christou says Pret has not passed on higher food prices to customers despite experiencing £20m in increased costs last year. To mitigate these costs, Pret is looking at ways to reduce expenses without passing them onto customers who rely on good value. However, if disruption continues, it's possible that the company may need to adjust its pricing strategy.