The Psychographics of Pret consumers are primarily eco- friendly or categorized under
environmentalists. These customers include individuals who are either
vegan or vegetarian, whose ideals of nutrition surround the idea of healthy and/or
sustainable living. "Pret's customers are trendy, health-conscious types. The company
says sales of vegetarian options are up "in double digits" and it is trialing a veggie-only
pop-up shop in the summer (Butler, 2016)." This can further be supported when
analyzing their extensive menu options that cater to these individual consumer needs.
Sustainability is supported through their use of limited packaging and how they handle
excess food at the end of the day.
In addition, their psychographics expands into commuters where Pret have the embark
of focusing on placing itself in population-dense areas.However, "Urban areas are
classic Pret territory with many typical customers coming from downtown office towers
and businesses.These are time-stretched customers that demand high-quality,
interesting food options.There are plenty of opportunities in urban markets for Pret, but
in time they see their urban food concept translating easily into suburban markets
(Celentano, 2018)." People ranging from College students to working millennials are
more likely to be customers of Pret, and other styled food places in their competitor
market, in New York, especially based on where their store locations are located near
colleges and business heavy areas such as the Upper East Side and Midtown Manhattan.
For this reason, it can be challenging to define the exact Demographics that Pret intends
to be their customers. Especially the consumers of the ages between 20-35 , since they
consist of both College students and Millennials as aforementioned.In addition, both
primary genders of male and female, since there is no differentiation based on these
qualities of how they sell their products. Their locations seem to market towards NYC
residents and commuters within the Five Boroughs with the emphasis being placed on
Manhattan as they have 54 locations within a 3 mile radius in the city alone
source. (Pret, 2019)."Pret's brand positioning is Upscale Fast Food or "Faster" Fast
Casual it's likely "Faster" because the company
prides themselves in getting a customer
out the door in 60 seconds once the customer makes their selection (Celentano, 2018)."
Because of this, it is ideal for individuals like students or business workers who have
limited time for lunch breaks. "Pret's menu of freshly made nutritious food to go is
perfect for busy travelers, Pret Partnership Director Michael Haley said in the release
(Fast Casual, 2017)."
Lastly, the marital status of consumers seems to prefer neither single nor married since
it takes customers to a part of their day that is unrelated to this status. The income of
their customers is debatable, though it seems ideally those who make $50k or more
who fall into the upper-middle class since these are typically the individuals who can
afford to spend a bit more and combine that with thoughts of being health conscious.