1、Hongzhe ZhengMr. George A. MaggioreMGT 431028/11/2011Pret A MangerHistory:Pret opened in London in 1986. College friends, Sinclair and Julian, made proper sandwiches using natural, preservative-free ingredients. The two of them had woefully little experience in the world of business. They created th
2、e sort of food they craved but couldnt find anywhere else. Pret grew and grew. And grew.Pret arrived in America in 2000, opening the first store just down from the New York Stock Exchange in July; quickly opening more as New Yorkers took to Prets natural, tasty food. Because Pret is private we dont
3、face the same pressure to grow that a public company does. We will develop slowly, one store at a time. There are over 250 Pret shops at the moment. Most of them are in the UK where Pret is a household name. Our stores in Hong Kong are spreading the message of natural, wonderfully tasty food to Asia
4、.Every week we receive many customer comments asking us to open in other parts of the US. No rush. We opened in Washington, DC in January 2009 and Chicago in September 2010. So please bear with us. We will continue to expand in New York, DC and Chicago and then, who knows, we may be opening up the b
5、lock from youEntrepreneurial principles and Strategies:If you look at the fast food market, you will be find there are many fast food store you can choose to eat. McDonald, KFC, subway, Burger king, pop eyes, etc. so the Pret a Manager choose to open a new customer, or detail a new customer to get m
6、ore potential customer. There are three layers. First layer: non-customers who is trying to transform, they are located in the edge of existing market, ready to change their selection; Second layer: denial, non-customers, skeptical, choose your opposing market; Third layer: The non-customers without
7、 any development Look at Pret a Manger. It opened in 1988, it passed the first layer to meet the enormous potential of non-customer base needs to expand its blue ocean. Before it,in European, most of workers usually eat lunch in a restaurant, it is because food quality and eating environment are goo
8、d; However, the first layer is growing concern for healthy eating, more and more people moving to eat outside in restaurant; but office workers do not always have time to sit down and eat, Moreover, every day go to the restaurant is relatively expensive. Therefore, more and more people will rush; th
9、ey bring the meal from home, or simply not to eat the lunch. Those first layers of non-clients actually are looking for a better solution. Although they have different choose, but there are three points are the same: quick meals, fresh and healthy, reasonably priced. This recognition clearly shows “
10、Pret A Manger“ is how to open and attracting untapped demand. Very simple, it uses Prized and daily production and high quality levels which is comparable to restaurants fresh sandwiches; he is selling faster than the speed of restaurants, even faster than some fast food; its packaging clean and rea
11、sonable prices. Let us think about when we enter in Pret A Manger. When you go Into the “Pret A Manger“, as you are into a bright decorative arts studio. Many clean frozen the prices of goods placed along the wall is, stood thirty kinds of ice cream which is use of the morning new raw materials (the
12、 average price is 4-6 dollars). Guests can also choose other fresh products, such as salads, yogurt, ice cream, mixed fruit juice, sushi. Each shop has its own kitchen, non-fresh quality products chosen by the manufacturers. Even in the New York shop, the French bread is from Paris, crescent bread i
13、s from Belgium, Danish pastries are from Denmark. All the food will not put on the next day; after one day is gone the rest of bread will give to homeless people. In addition to providing fresh, healthy sandwiches and other fresh food, “Pret A Manger“ also speed up the customers consumption cycle: i
14、t try to change the fast food line stay in line order- pay for - wait - take the food - sit to eat cycle into a browser - self-created - pay for - to leave. Customers will cost the average just 90 seconds from the queue to leave, why it is so quickly because “Pret A Manger,“ a highly standardized ma
15、ss production of finished sandwich production line and other products, does not greet and serve customers; customers completely self to do everything, it is like in the supermarket.When the generals restaurants are suffering from weak demand troubled, “Pret A Manger“ describes the transformation of
16、non-customers will flock into their core customers, in addition to the original guests on the outside like packaged take-away, people like in the restaurants also gathered to “Pret A Manger.“ Restaurant lunch could have been acceptable, but the first layer of non-customers on the three key things in
17、 common they are attractive, although about those non-customers into different, they have not thought of questioning their own lunch habits. The conclusion is: non-customer can offer a more in-depth research, development and nurturing blue ocean opportunities than existing customer. We want to share the magic of Pret food with our loyal customers, so weve done a very odd thing and decided to reveal our secrets by telling you our recipes! Find a selection of them here, and also on our packaging, bags and postcards. A photographer called Jorgen Ahlstrom took the weird DIY photos.
