Pret is offering filtered water in an in-store trial. It might not seem like a big thing until you remember that Pret makes money mainly from selling bottled water. What the press release doesn’t mention is the difficult “business case” discussions they no doubt had before this got a green light. Will any lost sales be outweighed by additional footfall, sales of other items, improved reputation and customer loyalty, and good PR? Or is the reputational risk to brands of selling disposable plastics becoming a more weighty concern?
