Limitations and Future Research

This assignment examines the limitations of a conducted research study. It identifies shortcomings in the research design, data collection, and analysis methods. Additionally, it proposes potential areas for further research based on the existing findings and highlights how future studies can address the identified limitations to yield more robust and conclusive results.

Running head: PRET A MANGER
Pret A Manger
Name of the student:
Name of the university:
Author note

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Executive Summary
This assignment is based on the analysis of case study of a UK based sandwich chain Pret A
Manger. They excel in providing high quality food products at a low price. The distinguishing
quality of the company is their freshly processed food at their in- store kitchens except at the
twin shops where the food is delivered from the parent shop. The impressive customer service by
the employees and attending them within a minute is noteworthy. Their stores are located in 6
countries and intend to expand more. The detail of the expansion is further elaborated throughout
this assignment.
The case study has thrown light upon the problem statement of the study. The aim of the
company to expand beyond the limited countries can face two kinds of problems. They have
previously opened 16 stores in the United States which had faced two years of constant loss
because they were unaware of the customer preferences. Another problem lies in their twin store
concept which is partly accepted and partly ignored by their employees. The twin store concept
faced controversy when the customers felt that they were cheated by the company. Although the
twin stores served products which were delivered by the parent companies still their tagline said
made in the shop’s kitchen. That is why it will not be a great idea to start this concept abroad
without a separate branding.
The analysis of the problem aimed to make the operations of the company better so that
they will be able to rectify their previous mistakes and grow in the international market. The
analysis also intended to initiate new concepts and strategies which will ease the operational
activities of Pret and help in its smooth running. It was aimed to solve the confusion regarding
the twin store concept and whether it will be used in the expanded market concept. The aim of
the analysis was to make a business plan for the company keeping in consideration their current
position in the market.
The problem can be analyzed by using the observation method which will help the
company to keep a track on their customers as well as the competitors. A record of the
competitors’ products and services will help Pret to make the necessary changes as per the
market demand. Moreover there are feedback forms at every store which include the valuable
opinions of the customers. The opinions are necessary for the company to keep up to the

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customer requirements. The survey questionnaire will also help in getting a record of what is
essential for the company to internationalize their business.
The findings highlighted that there are different strategies and concepts that can be used
for overcoming the problems that can be experienced while internationalizing the company. The
strategies were mentioned in detail in the chapters. The findings also involved the needs and
wants of the customers and what they expect from Pret. The outcome of the study reflected on
several facts and measures to be considered in the international expansion of the sandwich chain.

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Acknowledgement
This research has helped me to experience the best possible learning of my life. By conducting
this research I have learnt various concepts, models and theories. I thank the almighty God for
letting me complete this assignment in a successful way. Then I want to thank my supervisor
______________ who is my friend, philosopher and guide. I also want to thank my parents for
being supportive and accommodative for completing this research. I want to thank my friends
for giving me the moral support while conducting this research.

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Table of Contents
Chapter 1..........................................................................................................................................6
Introduction to the case study......................................................................................................6
Case study background............................................................................................................6
Statement of the problem.........................................................................................................6
Aims and Objectives................................................................................................................7
Chapter 2..........................................................................................................................................8
Case brief.....................................................................................................................................8
Description of the situation......................................................................................................8
Chapter 3........................................................................................................................................10
Statement of the problems.........................................................................................................10
Strategic theories.......................................................................................................................11
Proposed plan of analysis..........................................................................................................12
Sources of data...........................................................................................................................13
Chapter 4........................................................................................................................................13
Analysis and findings................................................................................................................13
Chapter 5........................................................................................................................................18
Proposed solution.......................................................................................................................18
Recommendations......................................................................................................................20
Action Plan................................................................................................................................20
Timeline.....................................................................................................................................21
References......................................................................................................................................23
Appendix........................................................................................................................................24

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Chapter 1
Introduction to the case study
Case study background
The case study is about a sandwich chain named Pret A Manger. It is an incident of the
year 2011 which occurred with the CEO of this British company, Clive Schlee. The comparison
between the company and Starbucks is drawn where it is seen that the employees of Starbucks
are not so customer friendly as that of Pret. The employees of Pret pay more attention to the care
about their well- being. They are very sincere and passionate when it comes to welcoming the
customers and for this specific gesture they are recruited and rewarded. Being the CEO of the
company, he was relieved to find this difference in the attitudes of the employees of his company
with that of Starbucks. This made him think about the future of his company because he was
assured about the growth by the board of directors. But he was worried about it because it
seemed to be difficult to find the appropriate real estate for fulfilling the company’s requirements
to become the centre of attraction with sufficient space for kitchen.
The company used the concept of twin store in the year 2005 which was met with mixed
reaction. The twin stores had very small kitchens and so the sandwiches were delivered in
trolleys from the main shops which were at a distance. But the company was not much
developed with this system. While there were employees who encouraged the development of
twin stores but on the other hand, certain employees were totally against it. This encouraged the
CEO to think if the twin stores will contribute in the growth of Pret or it will result in the loss of
reputation of the company.
With the introduction of the case study, it can be understood that the problem statement
involves the growth of the company and the strategies to be included. Pret A Manger was opened
by the two friends Julian Metcalfe and Sinclair Beecham with the intention to provide the best
sandwiches in London. But after some years, the original owners got sidelined from the business
and appointed Andrew Rolfe as the CEO of the company. The owners were satisfied with their
expansion and success rate but their expansion at the US proved to be complete failure. This is

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because they could not meet up to the expectation of the customer preferences at the US. They
were torn apart in two years when they faced consecutive losses which in turn resulted in the
increase of leverage. The outcome of this loss resulted in the expulsion of the previous CEO and
Clive Schlee took the place. The previous market shares that were bought by McDonald were
also sold which accounted for a large number of transactions. Therefore the strategies to be used
for the growth and development of Pret with the expansion of the company were considered as
the problem statement for research.
The research questions for the particular statement can be as follows-
a) What can be the reasons behind the failure of twin stores previously?
b) Why Pret A Manger could not expand in the US?
c) Will the twin store system ruin the reputation of Pret A Manger and decrease the
customer value?
Research Aim
The aim of this research is to find out if Pret A manger will be able to find a successful
growth in international business and whether their twin store concept will be fruitful or not. The
researcher has to find out the reason behind the problem statement and what are probable
solutions to the mentioned problem statement. To fulfill the research aim some objectives are
outlined below to help the researcher in his work.
Research Objectives
The objectives to meet the targeted goal are as follows-
a) To find out the growth rate of Pret A Manger
b) To find out the customer preferences and buying pattern of those particular countries
c) To find out about the competitors and their market share
d) To conduct a survey of the customers of those countries
These aforesaid statements will help in the survey to find out the solutions of the research
questions mentioned above. The analysis of this case study will further look into the quality of
food provided by this sandwich chain as compared to its competitors. It will also take care of the
fact that the employees of this particular company are more cordial in welcoming the customers

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as compared to the employees of their competitors. Pret has won over the competitive advantage
because of their real estate expertise. Pret has also taken the support of various strategies which
will help them to get more customers. But they need to use other approaches as well to fulfill the
aims and objectives of the survey. The remaining part of the report will take into consideration a
number of factors including the details of the situation given in the case study, the problem
statement and the pertinent models or theories, the required tools for the analysis of the problem.
These will be further used for critical analysis of the problem by implementing the techniques
and tools which will be helpful in finding the solution and create a business plan for the same.
Chapter 2
Case brief
Description of the situation
After going through the case study and the company websites, it was observed that the
problem of Pret A Manger was stated clearly. They are suffering from international crisis and
their twin store concept has also suffered a major loss. They did not pay much attention to
customer preference when opening their store in the United States. These problems on the part of
the company were clearly explained in the case study and also the various websites relevant to
the company. Newspaper reports were also a proof to the failure of twin store concept when
there was a public outrage regarding their food being made in the store kitchen. the According to
the case study, the competition for the company was increasing in the United Kingdom which
included strong supermarkets such as Sainsburys and Tesco and premium quality food retailers
such as Spencers Simply Food and Waitrose and Marks along with the important chain of coffee
shops such as Starbucks and chain of pre- packed sandwich shops such as EAT. It was
considered by the CEO of Pret that none of the companies that are mentioned above would be
able to meet up to the quality of food that Pret serves or the customer service provided by the
employees of the company. The stores of Pret are also located at such important locations that
make them easily accessible and available.
They not only serve sandwiches but also coffee, salads, soups and pastries. They have
kept a consistent trend of not using artificial color, flavor, and preservatives in their food. Rather
they have the habit of using fresh and natural ingredients which attract more customers. This is

8PRET A MANGER
because in today’s world, it is nearly impossible to get food which is rich in fresh and healthy
nutrients. The most processed food of the company includes Bacon and its 50% ingredients are
imported from the United States and 80% from the European Union. But they never com
promised with the quality of food served to the customers. As mentioned by Clive Schlee, the
CEO, they cannot compromise the taste in between the war of health and nutrition. According to
him, they could provide the customers with high quality of foods because each of their shops
involves a kitchen along with.
When it comes to their competitors such as the sandwich chain EAT, they produce the
sandwich at a centrally located store with kitchen and then deliver those to the specific outlets.
This resulted in the reduction of food processing costs by minimizing the task and equipments so
that the product consistency is maintained. Pret is on the advantageous position in this regard
because with the advent of their in- store kitchen, the quality of food is enhanced as it increases
freshness and decreases left over stocks. With the presence of in- store kitchens, the employees
also have a different approach of selling the products. They maintain a production schedule for
the processing of sandwiches which include availability of fresh sandwiches in the morning till
10.30 am. Then the employees get a break to prepare for the rush of lunch hours. After that the
kitchen is set for the production of 16- 20 sandwiches in a batch and the remnants at the end of
the day are donated to the local food bank. This is a good approach taken by the company to help
the hungry and the needy people.
One of the important parts of the case study is the customer services provided by the
company which made the beginning. The customer service of Pret A Manger is much
appreciable than that of Starbucks as it was experienced by the CEO of Pret A Manger, Clive
Schlee. The employees are hired and rewarded on the basis of their behavior towards the
customers. This is one beneficial part of this company which is incomparable with that of the
competitors. The employees of Pret A Manger have a unique way of connecting to their
customers. The strange fact is that the employees are not trained on customer service rather their
quality of dealing with the customers is what they get the bonus for. The selection of the
candidates is based on their enthusiastic, energetic, jovial, sincerity and friendly characteristics.
The customers are also benefitted by getting a cup of free coffee or a pastry if they are regular in
the store. This increases the customer value on the part of the company and helps in the

9PRET A MANGER
establishment of personal relationship with the employees. The employee behavior is so much
appealing to the stakeholders that when a coffee server of Pret wanted to shift to another job, the
company was flooded with letters of plea and requests for him to stay. It is not quite natural for
every sandwich chain in any area. Moreover, it was not the only time when such an instance took
place in the history of Pret A Manger.
The company also takes care of the waiting tome of their customers. They look into the
fact that once a customer enters the store, he must be attended within 60 seconds. They believe in
the theory of, ‘Pret A Manger means ready to eat, not ready to wait’. They always take their
customers as the first preference and tasks as the second preference. All the stores of Pret have a
minimum of five to seven employees constantly working to keep up with the task as well as
serving the customers so that they never run short of time. There is other front of the store
employees hired to give the timely report of production to the managers.
Their strategy of providing feedback forms to every customer at all the Pret stores
actually helps them to make the necessary alterations in their services. The customers are also
permitted to contact the CEO of the company regarding anything because they believe that a Pret
customer has all the right to be heard and listened to. On an average, the company is presented
with 1000 email and 350 phone calls. Pret also has the patience to reply back to all the emails
and phone calls because they think it to be their key responsibility. In one such incident when the
customers were not happy with the popcorn recipe of the company, Pret changed the recipe at an
instant. This is how they cope up with the rising demands of the customers in order to keep them
satisfied. The third prime factor, apart from the food quality and customer service that keeps
them at an advantageous position compared to the competitors is the location of their stores.
They have always targeted the corner locations for low costs and their stores are located at
alternative blocks to be reached easily.
Chapter 3
Statement of the problems
The problem statement in the case study is the expansion of the company Pret A Manger
in the United States. It was mentioned that the company suffered a terrible loss in two years after
they opened 16 stores in the New York City as they were unable to understand the customer

10PRET A MANGER
preferences of drip coffee over espressos and lattes. They thought that the problem will be
eradicated gradually but they were proved wrong. Therefore the problem lies with the
international expansion of the company Pret A manger (Bowie 2016). Another problem that lay
with the growth of the company is their twin store system. There were employees in the store
who had gladly accepted the system of twin store but at the same time there were others who
contradicted it. A time came in 2009, when a number of customers went against the company
accusing them of misleading. They protested against the fact that the company has no right to
brag about the fact that the products are made in the in- store kitchen when it was not the truth in
case of twin stores (Chiaro and Rossato 2015). The people were also worried about the fact that
the off- site processing of food would minimize the connection of the employees with the
processing of the food products. This is because when the manufacturing is not done in the store,
there is nothing to pull the employees in the selling process. When the stores are located away
from the kitchen, it was a problem for the employees in the twin store to make a better selection
of the products such as sandwiches. There is always a problem with the correct amount of
availability when the sandwiches are delivered in trucks or trolleys. The in- store kitchen helps in
the ready availability of food to the customers, but the problem of selection of sandwiches would
affect the offers provided by the store which hardly produced any offense against the parent shop
(Cook 2016).
As the expansion of the company was considered as the problem statement in this case
study there two strategies were used in this regard. The two basic strategic frameworks that can
be used by the company to capture the US market include Waterfall strategy and Sprinkler
strategy. These strategies are dependent on the product type and lifecycle. The frameworks are
built on the theories Innovation Diffusion Models in domination and another competitive Game
theory framework in on the basis of business economics (Davis 2013).
Strategic theories
If the company Pret A Manger follows the Waterfall strategy, they will be able to spread
their business in the international market. To spread their business in the new country, the
company has to create their own identity after entering the new market. By creating an identity
of their own, the company will be able to get an idea of the possible market size and the revenue
patterns, the target audience, create brand awareness, recognize the possible distribution

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channels, and find out the possible sales strategy to be implemented (Ehrenfeucht 2017). Product
identity is the first and foremost work to be done in the new market which is followed by the
expansion with almost similar structure. Learning is a less risky process in the strategy
formulation in the expansion of business. This strategy is used for the products with a longer life
cycle. The Sprinkler strategy is used when the markets are approached simultaneously and when
the products have a shorter life cycle. It involves the use of skimming product pricing strategy to
produce more profits from the sales.
Fig- The strategic frameworks
Source- Heasman and Morley 2017
Strength
 Fresh and healthy food prepared on a daily basis
 An uncompromised approach towards corporate social responsibility
 Effective store locations
 Amazing growth rate of 13.9% in the year 2015in UK alone
 Impressive customer service

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 It is a profitable company which enjoys an annual turnover of approximately 150 million
pounds
 Their reputed global coffee brands are processed from the rainforest coffee beans which
are utilized within a fortnight to for assured freshness
 They were ranked in the top of 50 food services in the year 2005
Opportunities
 Number of vegetarian consumers are increasing
 Strategic collaborations are built up with the local farmers
 Collaborating and cooperating with the celebrity chefs to secure their support
 Viral marketing is highlighted to increase the efficiency of social media marketing
 Working on the international market expansion strategy
The strengths and opportunities of the sandwich chain Pret A Manger is mentioned above which
can be considered for resolving the strategic issues relevant to the company. These also show
that the people of UK are eagerly waiting for a healthy lifestyle which comes with nutritious
food. Pret A manger has been successful in developing their business in the UK but the problem
was found in international expansion.
Strategic model

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Fig: Strategic thinking model
Source: (Chiaro and Rossato 2015)
Each and every organizations whether small or big, need leaders at all levels for helping in
critical thinking, anticipating issues, problem solving, decision making and implantation of
actions. The same is applicable for Pret A Manger too so it should be kept in mind that they
remain attached with their long term organizational goals. They must overcome the issues by
strategic thinking which should become a part of their daily routine in order to attain success.
Weakness
 With the wastage of the unsold foods, the operational costs of the daily preparation of
fresh food increases
 Their business model is easily imitable by recruiters
 Need to expand more worldwide as they are only located in 6 countries as of 2016
 Customer loyalty programs are less as compared to Starbucks and Costa Coffee
 They provide lesser choices in the menu as compared to their competitors
 Their aim of preparing fresh and natural food could lead to slow diversification into other
sectors
Threats

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 There’s a high chance that their major competitors such as Starbucks can pay attention to
the fresh and healthy nature of their menu
 The countries where Pret operates suffer from strong economic crisis
 The customers’ taste and preference of food might change
 More café chains are emerging which offer fresh and healthy food
 The costs of fresh ingredients are on the rise
As the threats and weaknesses of the company are mentioned above, it can be said that by using
the strategic theories and models the company will be able to work on their upcoming
challenges. It should be kept in mind that the low prices of the product should not decrease the
value. With the preparation of new dishes each week there is a chance that their innovation might
face difficulty which in turn will hamper the customer preference of specific food.
Proposed plan of analysis
The survey on the particular study will involve a proposed plan for data analysis. It is a
critical plan because it decides the process of analysis for the research hypotheses. In this
proposed plan of analysis, the transformation and assumption of data cleaning is addressed along
with the actual analytic strategy that is selected. For the particular research on the problem of the
given case study, both qualitative and quantitative data will be gathered for information. The
qualitative research will help the company to understand the political, social, economic, cultural,
organizational and environmental factors of the area which might affect the business of Pret A
Manger. The qualitative research analysis will gather the theoretical data for illustrative
explanations and individual responses (Hubbard 2017). On the other hand, the quantitative data
that will be collected for the specific research will analyze the standard measures from the large
sample. This process uses statistical method of sampling by receiving clustered responses.
Random sampling will be used in the process of quantitative data analysis while open- ended and
less structured protocols will be used for qualitative data analysis. The tools for the former one
include structured data collection instruments and the latter one depends on the interactive
interviews.
Sources of data
The researcher must be able to find out the sources of data to form a basis of their
research work. The primary data will be collected using surveys, interview, experiments or direct

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observation methods. These are collected by the researcher with the intention of finding solution
to the specific problem. It refers to the collection of data from the original first hand source.
Although not published but still it is the most authentic and reliable source of data collection.
The process of secondary data collection will be done by gathering information from a range of
documents which include census and market studies (Kim and Mauborgne 2015). It is already
collected and published by the previous researchers. Primary data once used become the source
of secondary data for another. These are less expensive and easily accessible than primary data.
For the given case study analysis, both primary and secondary data will be used for the data
collection methods. The researcher will have to take into consideration the in- depth insights for
the convenience of the company to enter international market. For this particular research study,
the researcher will use the survey method for 10 respondents who work in the company along
with the two managers. The response received by the survey is provided below.
Chapter 4
Analysis and findings
According to the information gathered in chapter 3, it can be analyzed that at present, the
CEO of the company, Clive Schlee is in a dilemma of expanding the twin concept. Both
advantages and disadvantages of the system were considered to check if it will be beneficial for
the company or not. It was realized that if Pret starts to expand their stores at the rate of 15%
every year, then they will have to make some necessary amendments in their business model.
The research will be able to find a solution to the question if the twin store concept was an
appropriate change or not. It is also a matter of thought if the twin concept was responsible for
the devaluation of Pret. The CEO was also worried about it that if he did not approach the twin
concept then what else was there to help the company in achieving their target. The study of the
market of this sandwich chain has showed that they are way ahead of their competitors so they
should only pay attention in making their services better with every passing day (Mohamed
2013).
According to the survey of the primary level workers of Pret A Manger, it was found out
that some of them were in support of the twin store concept while the others were against it. As
they had responded in the survey, the people who supported the twin store concept mentioned

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that the system was good as the people can get ample food at close intervals. In this way, the
company will be able to get hold of the customers away from the competitors. If the competitors’
stores were located nearby then the customers would get the option when there lay a probability
that they might not choose Pret over the competitors. The five people who responded in support
of this concept provided almost similar reasons except one. The odd one mentioned that he is in
support of the twin store concept but the company needs to think something about their tagline
which states that all the food is made fresh in the kitchen. In twin store concept the food is
processd in the parent shop and delivered to the twin stores of that area. He also contradicted
himself by stating that this might reduce the number of customers because people mostly prefer
freshly made food but if the food is brought from outside it mode lose its freshness which will
lead to customer dissatisfaction (Slavin 2014).
The workers who replied against the twin store concept mentioned that it is not worthy
for the development of the company. The customers will not easily accept the change in Pret
when they were used to freshly made food from the kitchen. Moreover, they are more
comfortable working in such stores which are attached with kitchens. The in- store kitchen
motivate them to sell the product properly with appropriate style and gesture.
The managers, on the other hand, when interviewed, mentioned that twin store concept is
a matter of confusion among them too. What they added along with it is the international
expansion and their innovation with the dishes. They understood well that the innovation in food
and the ethics that they are maintaining will make them slow in the competitive run. But they are
not assured if they move from their traditional method of operational activities they will be able
to retain their image or not. They are also worried about the global expansion because at present
they are only spread in 6 countries which are not enough for the development of the company.
But the two managers spoke in the same language when they mentioned about their massive
failure in United States when they had opened their outlets there. They had mentioned that they
are working on the strategic challenges by using theories and models which are relevant to the
business model of Pret A Manger (Smith 2016).
The responses that were received by the researcher in the form of survey and interview
centered on the same problem of global expansion of the company. They are in a dilemma what
are the necessary steps required by them to successfully make an impact on other countries.

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Although they have figured out certain steps but they are not confident about those. They are
worried whether the steps found suitable theoretically will make a practical impact or not. Still
they are trying to work on their aims and objectives to meet the targeted goals.
The situation analysis of Pret A Manger includes the leading micro factors of customers,
suppliers, employees and competitors. The buying habits of the customers are among the
intrinsic factors to enhance the business. It becomes an important factor in the cities because of
more population and a large number of people to serve. With more orders the local businesses
gain more profit. The suppliers must be sure that the distributors match the quality of sustainable
food served to the customers. Pret is recognized for its fast, sustainable and ready food. The
employees work in cooperation and collaboration with the customers to provide them with the
best possible services. Their brand message is consistent and it is revised every week in the
Wednesday meetings along with the discussion to improve their ways of operation (Spence and
Piqueras-Fiszman 2014).
The positioning of Pret A Manger on the positioning map can be described as follows-

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Fig- Brand positioning
Source- (Tiberius 2014)
According to the current positioning statement, Pret A Manger provides high quality of products
at a lower price because they want to capitalize their sustainability and at the same time maintain
customer retention with their unbeatable prices. But they strictly maintain the quality of food
even though the cost is reduced. By this approach they will be able to pull the young group who
will refer to their peers to go to Pret. Pret can be considered as the suitable catering services for
the domestic business that can treat their employees well without affecting the overhead expense.
Their proposition is to maintain their position as the market leader even with the rise of
their competitor, Starbucks by increasing their unique values. For this they will need to increase
the loyalty and work on customer satisfaction in spite of Starbucks’ global appeal. Their concept
is to appeal to the urban customers with their products that range from $3.89 to $6.99. They
excel in making faster casual food because they brag about serving the customers in a minute.
Although Pret faces competition from the horde of restaurants in the New York City but their
brand has managed to create a unique segment of expensive, healthy and transferable food lovers
who want speed and pace (Wicks et al. 2017). They provide an equal balance of flavor, protein
and bread which is an amazing product positioning point at the striking rate of obesity and the
desire of the consumer for nutritional food.
Chapter 5
Proposed solution
The problem statement included the expansion of the company globally and the
sustenance of their twin concept. Since their inception, the company has managed to create their
image with the feeling of tradition and authenticity by adding sophistication in their menu and
providing food to the homeless people. The company can further seek to internationalize for
profit and growth, better opportunities that the foreign markets in Europe provide, scale of
economies and uniqueness of the product offered by the company. International expansion
provides better scope of diversification and adds revenue. To keep up with the overseas
competitors Pret A Manger has to keep a track of their customers in order to understand the

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reason behind the preference of buying a certain product and what influences them. The
proposed solution for the problem of Pret can be selling at lower price along with focus on the
connoisseur of instant food which might fill the gap in the market.
Pret has to take into consideration the cultural differences of the various places which
affect the taste preferences of the customers. For instance, the people in US drink filter coffee
and not espresso based drinks like the people in Europe. Again in Asia, the market is totally
different where sandwich is not considered as a whole meal so Pret has to look into those factors
while expanding in the Asian market. It must be kept in mind that not every promotion and
product will be gladly accepted in all the countries so they will have to identify the taste of the
people by a market research in order to make a stronger impact on their target audience. Pret has
to use an insight- driven approach which will enable them to identify the potential customers and
make amendments in the service as per their needs. If these strategies are executed properly then
it will not be hard for expanding business in another country. There are other factors which need
to be considered while making entry in the foreign market and those are FDI, joint venture,
strategic alliance, franchising, licensing and exporting.
Pret can also take a strategic approach to reduce their impact on the environment
and make a positive impact on the surrounding communities. To make their business sustainable
they can also move away from the typical meal models and make something unique of their own.
Their current sustainable business strategy includes health and nutrition, resources, sustainable
farming, society and people. They strive to make the greatest impact on these areas to make a
better influence on the larger industry.
Out of all the available options, the best fit solutions can be Foreign Direct Investment or
FDI which will be compatible with the company culture too. It would permit Pret to have a
complete control over their daily operational activities as well as the financial decisions. There is
a lot of risk involved with this approach of entry in the market but this is the only option which is
most appropriate for the future mission and vision of the company. It is best suited for Pret to use
their common sense approach. They cannot work alone to make the necessary modifications
therefore they should work in collaboration with the experts from NGOs, peers of other
industries, academicians in order to attain their target goals.

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It was also a problem if the twin store concept will be suitable for the expansion
of the company. Well, it can be said that as the twin store concept had failed previously so it will
be better to brand the products of twin store differently as they always brag about their freshly
made products. To retain its image and reputation they should keep the brand’s unique value
proposition consistent. The twin stores at a close distance from each other can be used in the new
expansion strategy but the company should make the branding separately so that the customers
do not feel deceived.
Recommendations
It can be recommended for this research on Pret A Manger that the company should look
into diversification in their menu while keeping the original product value intact at the same
prices. They can use the method of TQM or Total Quality Management in a better way to keep
up with their quality of meeting the customer requirements even in other countries. It is the best
method considered for continuous improvement of Pret A Manger. With a proper management
system the company will be able to able to operate smoothly and achieve their long term goals.
They should have a good cash management system and a proper budget management system for
sustainable operation. The company will be able to grow at full length if they can ensure that
their products are meeting or overshooting the customer expectation by using quality assurance.
They should always plan and execute new strategies.
Action Plan
Objectives Tasks Success Criteria Time frame Resources
To expand in a
global market
Bring
diversification in
the menu
Increase in the
number of
customers
1 year More employees
To keep up the
high quality
Training the
employees in the
suitable way
More sale in the
product
2 years The same
ingredients
To be the market
leader
Keeping their
product value
consistent at the
same price
No fear of
competitors
5 years The same food
along with some
innovations

21PRET A MANGER
To keep a track
on the customer
preferences
Conduct a
market survey
Increasing
revenue
1 year Feedback forms
and
questionnaires
To keep a track
of the
competitors
Observe the new
strategies and
innovations of
the competitors
Increase in the
annual turnover
3 years The products of
the competitors
To keep the
customers
satisfied
Maintain good
relationship by
reducing their
waiting time in
the store
Visit of more
customers over
their competitors
1 year A cup of free
coffee or an extra
sandwich
To maintain the
nutritious value
of food
Include more
natural and
organic products
than artificial
colors and
flavors
The name of Pret
will be spread
world wide
1 year Import
ingredients from
the best places
such as coffee
beans from
Equador
Timeline
Year 1 Year 2 Year 3 Year 4 Year 5
Expand
globally
High quality
of products
Be the market
leader
Track on
customer
preferences

22PRET A MANGER
Track on
competitors
Customer
satisfaction
Maintenance
of food value
Limitations of the study:-
The study had certain limitations such as the framing of research aims and objectives. These
were mentioned too widely and needed more specifications. In a small study as this, fulfillment
of all the aims and objectives are not possible. The researcher also required more sample survey
in order to derive a proper conclusion. The analysis was done only on the basis of few random
samples.
Scope for further research:-
The primary data that have been collected for this particular research will be used as a source of
secondary data for further research on this subject. For working more on this subject in the
future, the next researchers will have to take care that the data is gathered properly by suitable
methods of sampling. In doing so, the particular subject will be able to gain valuable
considerations.

23PRET A MANGER
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24PRET A MANGER
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Appendix

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