To establish and grow the brand in India, Reliance Brands Limited (RBL) has entered into a strategic collaboration with Pret A Manger, which happens to be a leading international chain of fresh food and organic coffee. RBL will go on to expand the food chain business across the nation with the help of a long-term master franchise arrangement, which shall begin with India’s largest cities and travel hubs.
Pret A Manger, which translates to Ready to Eat in French, first opened its doors in London in 1986. It was a store with the goal of producing freshly crafted, handmade food every day. After more than 35 years in operations, the company today boasts 550 locations worldwide across 9 regions: Europe, the US, Asia, and the UK. All these locations provide organic coffee, freshly made sandwiches, salads, and wraps every day.
As per Brand Consultant, Abhimanyu Mishra from Brandfizz, the food service business in India has experienced tremendous growth as a result of shifting dietary trends, consumer preferences, entertainment likings, and the changing socioeconomic backdrop, all of which point towards exceptional growth in the coming years.
According to Managing Director, Reliance Brands Limited, Darshan Mehta, their alliance with Pret is based on the strong potential for growth for both Pret as a brand and the Indian food and beverage industry. RBL regularly monitors consumer demand patterns in the industry in the country where a greater awareness of what people eat is swiftly making food the new fashion. Similar to their counterparts around the world, Indians, as per him, too, are looking for eating experiences that focus on fresh and organic ingredients, which has always been Pret’s main selling feature. It is surely a recipe for success when combined with the exceptional recall which the brand enjoys throughout the nation.
RBL, which happens to be the largest luxury to premium retailer in India, has been fostering and expanding international brands for almost a decade and a half. This is going to be RBL’s first foray into the food and beverage business, bringing the Pret eating experience to one of the largest retail markets with its deep cache of insights on customers’ ever evolving purchasing habits and an extensive expansion plan.
Panou Christou, CEO, Pret A Manger, said that their opening of the first outlet in Asia almost 20 years ago served as an inspiration to them to expand into new cities across continents with their freshly prepared food and 100% organic coffee. With their years of industry experience, RBL is a perfect partner to assist them accomplish that goal and promote their brand successfully in India. Calling it one of their most ambitious global relationships to date, Pret is looking forward to engaging with them.
