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Pret A Manger reveals new mobile site delivering contextual experiences based on device, geolocation and time of day

The Pret A Manger site will offer user experience based on location, device and time of day

Food chain Pret A Manger has unveiled its new mobile site designed and built by digital agency Essence.

The new mobile presence seeks to act as a natural extension to the brand’s in-store customer philosophy and incorporates Pret’s recognisable imagery and messaging – fresh, friendly and helpful.

Jamie McRonald, online marketing and web manager, Pret A Manger, commented: “Pret’s core values have informed each stage of the build and Essence challenged us every step of the way to explore different avenues and deliver what is best for our customers. This has all led to us creating a dynamic mobile experience that is truly innovative. I am delighted with the fantastic mobile website we have produced together.”

The website has been optimised to respond to the time of day, the user’s proximity to a Pret shop and device (e.g. smartphone or tablet). GPS functionality will display the details of the closest shop including the manager’s name, walking directions, opening hours and contact details. Once in store the site will also encourage users to leave feedback for the Pret team or check in on Facebook.

The mobile site also offers nutritional informal for the entire Pret menu including the Soup of the Day and Week.

Partner and head of creative services EMEA at Essence Alastair Cole, added: “Essence's vision for this project was to replicate the outstanding service and convenience of Pret's shops in a fully responsive site. We drew on our world-class UX, creative, technical and social disciplines to craft a category-defining mobile brand experience. The magic behind this highly contextual interface is barely noticeable and we're very proud of our work.”

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