- Cutting edge mobile site delivers contextual experience based on device, geolocation and time of day.

m.pret.com | @pret
www.essencedigital.com | @essencedigital

Pret A Manger, the food chain known for its fresh and natural food has unveiled a new mobile site, designed and built by digital agency Essence.

The new dynamic and highly intuitive mobile site is a natural extension of their in-store customer philosophy. It incorporates Pret’s instantly recognisable imagery and messaging: fresh, friendly and helpful.

This innovative mobile site responds to a user’s context by tailoring content and functionality to the time of day and proximity to a Pret shop. Utilising GPS functionality, the mobile site displays the details of the closest shop including the manager’s name, walking directions and map, opening hours and contact details. Once in store, customers are invited to leave feedback for the Pret team or check in with Facebook. The new mobile site offers detailed nutritional information for Pret’s entire menu as well as Soup of the Day and Week. It provides a device-agnostic mobile and tablet optimised user journey for Pret’s busy customers on the go.

Jamie McRonald, Online Marketing and Web Manager, Pret A Manger, “Essence has a complete understanding of the customer journey and how our customers are using mobile internet. This, coupled with a comprehensive insight into our brand and tone of voice, meant that they were the perfect choice to design and build Pret’s new mobile website.”

He added: “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.”

Alastair Cole, Partner and Head of Creative Services EMEA, Essence said, “Pret is a fantastic brand and one that has been incredibly successful in recent years. 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."

For further information, please contact:
Lucy Keogh / Isabel Napier-Wilson / Ben Gold
Tel: + 44 20 3077 200
Email: essence@eulogy.co.uk

Published on: 6:53PM on 18th June 2013