Mark Ritson: Pret must bite the cost bullet if it wants to keep its ‘natural’ brand positioning

It has been the high-water mark for British branding for more than two decades. Look around the high street and it’s hard to find a better run marketing operation. Pret A Manger is, on so many levels, as it good as it gets.
Its in-house design team continues to produce a distinctive experience second to none. The constant evolution of its menu and the jaw-dropping decision to make and bake much of its products at each location ensure very high levels of quality and freshness. Its approach