Pret A Manger to launch first South African location at Melrose Arch, Johannesburg
SOUTH AFRICA – Pret A Manger has announced it will launch in South Africa on 14 February 2025, with its first location opening at Melrose Arch in Johannesburg.
Christou, the CEO of Pret A Manger made the announcement in a recent interview with media outlets.
In February 2024, the Millat Group secured an exclusive license to operate Pret locations in Southern Africa.
Hamza Farooqui, CEO of Millat Group, stated that the partnership is part of the company’s broader strategy to expand in the sector by providing customers with organic and sustainable food options.
He emphasized that Pret offers “best-in-class” organic grab-and-go meals and food service, setting it apart in the industry.
Christou expressed confidence in the Millat Group, noting that as a family-owned business, they have a deep understanding of the local market in South Africa.
He said, “When we decided to work with the Millat Group, they ticked all the boxes for us.”
Farooqui further explained that the partnership aligns with Millat’s goal of introducing global brands to the South African market.
Christou highlighted the significance of bringing Pret’s freshly prepared food and organic coffee to Africa as a major milestone in the company’s international expansion.
During a recent visit to South Africa, Christou had the opportunity to sample the food that will be available at the new location.
He commented on the spicier flavors compared to Europe, saying, “There is much more spice than what we are used to in Europe. I like spicy food, so I thoroughly enjoyed it.”
Christou acknowledged that the success of the new venture would be determined once the first location opens.
He added, “The acid test will be when we open our first location in South Africa, and we start connecting with the local consumers. It will tell us how well we did and where we need to improve.”
He also reassured that Pret’s pricing in South Africa would be competitive, ensuring value for money for consumers.
“When a consumer visits our store, they must feel that the experience was great value for money,” he said, recognizing the brand’s relatively low awareness in South Africa compared to competitors.
Pret A Manger, founded in 1986 in the UK, aims to provide freshly made food and high-quality organic coffee.
The company has since grown into a global brand with 690 locations in over 18 markets, employing around 12,500 people worldwide.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
