Johannesburg is set to welcome a new culinary player: Pret A Manger, the globally renowned British sandwich and coffee shop chain, will open its first South African location at Melrose Arch on 14 February 2025. This marks a significant step in Pret's ambitious international expansion strategy, a journey that began with a single shop in the United Kingdom in 1986.
From its humble beginnings, Pret A Manger's commitment to freshly made food and high-quality organic coffee propelled it to global success. Today, the brand boasts 690 shops across more than 18 markets, employing approximately 12,500 people worldwide.
Its presence spans the globe, with locations in countries including the United Kingdom, Ireland, the United States, Hong Kong, France, Dubai, Switzerland, Brussels, India, Germany, Italy, Portugal, Kuwait, Luxembourg, Belgium, Singapore, Canada, Greece, Spain, and Qatar.
The company's remarkable growth is evident in its 2023 financial performance. Worldwide system sales exceeded £1.1 billion (R25.5 billion), a 22% increase year-on-year. This success is further underscored by a 15% same-store sales growth and the opening of a record 81 new shops globally, more than half of which were located outside the UK, including significant expansion in the US, Canada, India, Greece, and Spain.
In fact, Pret's expansion into India has been its fastest market expansion to date, with 15 shops opened in Mumbai and Delhi within just 12 months. This rapid growth has allowed Pret to surpass its 2021 medium-term target of doubling its business size within five years, achieving this milestone three years ahead of schedule.
"I am so proud of the progress we have made over the last three years," stated Pret A Manger chief executive Pano Christou. "We set some tough targets to get Pret going again after the pandemic, and we have delivered on these targets." Christou highlighted the significant shift in the company's revenue streams, noting that "£1 in every £4 is now spent outside the UK, which is an achievement and an opportunity for the Pret business. It shows how big the appetite is from customers all over the world for Pret’s menu and our unique range of ingredients and recipes."
The South African venture is a partnership between Pret A Manger and the Millat Group, a South African company with a vision for expanding its presence in the food sector. In February 2024, the Millat Group secured the exclusive licence to operate Pret stores in Southern Africa. "Pret A Manger has the best in class offering of organic grab and go and a food service offering that stands out," explained Millat Group CEO Hamza Farooqui. This partnership aligns perfectly with Millat's strategy of introducing globally recognised brands to the South African market.
Christou expressed his confidence in the Millat Group, praising it as a family business with a deep understanding of the South African market. "When we decided to work with the Millat Group, they have ticked all the boxes for us," he confirmed. Christou views the South African launch as a pivotal moment in Pret's global expansion. "Bringing Pret’s freshly made food and organic coffee to Africa marks a significant milestone in our international expansion," he stated.
During a recent visit to South Africa, Christou sampled the food intended for the South African menu. "There is much more spice than what we are used to in Europe. I like spicy food, so I thoroughly enjoyed it," he shared. However, he acknowledges the challenges ahead: "The acid test will be when we open our first location in South Africa on 14 February, and we start connecting with the local consumers. It will tell us how far we got things right and where we made mistakes. There will be mistakes from which we will learn."
Pricing will be crucial for success in the competitive South African market. "Pret must ensure that when a consumer visits its store and gets served by our staff, they must feel that the experience was great value for money," Christou emphasised. He also acknowledged the brand awareness challenge: "We don’t have the brand awareness in South Africa that many of our competitors enjoy, so we have to be mindful of that."
Pret A Manger's commitment to fresh, high-quality ingredients is a cornerstone of its brand identity. The company avoids frozen foods, sourcing ingredients locally wherever possible. Christou was particularly impressed by the South African fresh produce supply chain. "The number of products we source locally in South Africa with our new market entry is the highest ever," he revealed, praising the local industry as "on par with the best in the world."
The commitment to freshness extends to the preparation of sandwiches and salads, which will be made throughout the day in-store. "Customers will sense and taste the quality of the products we will offer in Pret stores in South Africa," Christou assured.
However, this commitment to freshness comes with its challenges. "We need to carefully consider how we scale up and choose a menu suitable to local conditions," he explained.
Therefore, the initial menu will be carefully curated, with plans to expand the offerings as the business grows and adapts to the South African market. The launch of Pret A Manger in South Africa promises a unique culinary experience, blending global standards with a local flavour profile. The upcoming launch in February 2025 will be a key indicator of the success of this ambitious venture.
