Pret A Manger is to open a vegetarian only site in Soho after having seen double-digit growth in sales of meat-free dishes.
According to the Evening Standard, the first vegetarian only Pret will be trialled for on month in June in an as yet unnamed Soho location.
According to chief executive Clive Schlee Pret sold 17,000 of its beets, squash and feta superbowl a week last year, outperforming chicken and salmon dishes.
He said: "Vegetarian [products] haven't looked or tasted good enough for meat eaters to give them a go. Once they start to get vibrant colours, textures and a good enough mouth-feel people will go across quite easily. The pop up will be the focal point of its ‘Not Just for Veggies' campaign which aims to market more non-meat items to customers.
Schlee added: "Our takings in the shop will probably drop, but the pop-up will signal that Pret is serious about providing veggie and vegan options."
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