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British fast-casual food and beverage brand Pret A Manger has begun a phased expansion into South Africa, marking its first foray into sub-Saharan Africa. The move comes through an exclusive licensing partnership with Johannesburg-based investment firm Millat Group, reflecting a growing trend of international brands adopting locally responsive entry strategies across the continent.
Founded in London in 1986, Pret A Manger is renowned for its ready-to-eat offerings—from sandwiches, wraps, and salads to baked goods and organic beverages—prepared fresh in-store each day. As of 2025, the company operates over 700 outlets across 21 countries, employing roughly 12,500 people worldwide. Key markets include the UK, US, France, Hong Kong, India, and the UAE.
The decision to enter South Africa was formalised in February 2024, when Millat Group secured licensing rights to operate the brand across the Southern African region. With diversified interests spanning hospitality, finance, and technology, Millat views the partnership as a long-term investment in the region’s urban lifestyle and consumption sectors.
Pret’s South African debut took place on 14 February 2025 with the opening of its first outlet at Melrose Arch in Johannesburg, followed by a second location at Rosebank Zone on 31 May 2025. Both outlets have recorded strong footfall, attributed to their high-traffic settings and appeal among professionals, commuters, and local residents.
In line with global franchising trends, Pret South Africa combines the brand’s signature menu with regionally inspired items. The Millat Group collaborated with a South African chef to localise select offerings, ensuring a balance between Pret’s established identity and local culinary preferences.
Cultural localisation also extends to store design. The Rosebank outlet features artwork by University of Johannesburg student Precious Mogoje, whose designs were integrated into the store’s décor alongside Pret’s global branding. This creative collaboration highlights a broader shift in international business—from mere market entry to meaningful cultural engagement.
Further expansion is planned for Cape Town, Durban, and Pretoria, aligning with Pret’s global strategy of targeting central business districts, travel corridors, and high-pedestrian zones. CEO Pano Christou reaffirmed Pret’s commitment to international growth, noting that global expansion complements ongoing investment in existing markets.
Financially, Pret A Manger reported £1.2 billion in global system sales for 2024, representing a 10% year-on-year increase across company-owned and franchised outlets. Notably, 25% of total revenue now originates outside the UK, underscoring the brand’s accelerating international momentum.
Pret’s South African rollout also intersects with the country’s health and wellness movement. In June 2025, the Millat Group confirmed a partnership with Discovery Vitality, enabling members to use Discovery Miles for purchases at Pret outlets via the Vitality Mall platform. The collaboration aims to promote accessible, fresh food options and aligns with Discovery’s goal of incentivising healthy urban lifestyles.
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Pret A Manger’s South African expansion adds to the growing presence of global food and beverage brands on the continent. Yet its approach—anchored in localisation, creative collaboration, and cultural sensitivity—suggests a shift in how multinational brands engage African markets. Rather than viewing the continent solely through the lens of market potential, Pret’s strategy embodies context-driven growth, where local partnerships and cultural co-creation shape the path to long-term success.
