Pret A Manger has created the new role of chief customer officer, tapping Just Eat’s former chief marketing officer Barnaby Dawe to fill the spot.
Effective 1 October, Dawe will oversee all global marketing and communications activity and will lead Pret's growing e-commerce business.
“I am delighted Barnaby is joining the senior team at Pret,” said chief executive Clive Schlee. “He has the sensitivity and the experience to maintain continuity in Pret’s tone of voice whilst at the same time leading the company’s digital transformation. We look forward to working with him very much.”
He replaces brand director Caroline Cromar, who left the business last December.
Dawe left Just Eat in May after three years with the food devlivery company. He led its rebrand, negotiated the prime-time sponsorships of The X Factor and also helped it push into new tech areas like augmented reality, voice and chatbots.
Dawe said: "As a loyal customer, I've long admired Pret for its coherent brand strategy and their outstanding customer service. I'm honoured to join the team and be a part of the next phase of their journey".
A large part of its growth has come on the back of its Veggie Pret trials. According to Schlee, Pret delivered “solid results” for 2017, recording its ninth consecutive year of like-for-like sales growth.
In May, the coffee-chain was sold to investment firm JAB in a £1.5bn deal.