The British fast-casual food and beverage chain, Pret A Manger, has begun a phased expansion into South Africa through an exclusive licensing partnership with Johannesburg-based investment firm, the Millat Group. This move reflects a broader trend of international brands entering African markets with locally responsive strategies.
Pret A Manger, which launched its first outlet in London in 1986, is known for its ready-to-eat food offerings, including sandwiches, wraps, salads, baked goods, and organic beverages. The brand has consistently positioned itself around the use of fresh ingredients and in-store preparation. As of 2025, Pret operates over 700 outlets across 21 countries, employing approximately 12,500 people globally. Key markets include the United Kingdom, the United States, France, Hong Kong, India, and the United Arab Emirates.
The decision to expand into South Africa was formalised in February 2024, when the Millat Group signed a licensing agreement to operate the brand in the Southern African region. The group, which has a portfolio of interests across hospitality, financial services, and technology, has positioned the partnership as part of its long-term investment strategy in the region’s lifestyle and urban consumption sectors.
Pret’s South African debut occurred on 14 February 2025 with the launch of a store at Melrose Arch in Johannesburg, followed by a second outlet at the Rosebank Zone on 31 May 2025. According to statements from the Millat Group, both outlets have seen significant footfall, attributed to their location within high-traffic commercial areas. The group reported positive initial reception from local consumers, with the Melrose Arch store described as attracting a mix of professionals, commuters, and residents.
In line with contemporary trends in international franchising, the South African iteration of Pret A Manger includes both global offerings and regionally adapted products. The Millat Group collaborated with a South African chef to help localise the menu. This hybrid approach is aimed at balancing the brand’s established identity with the tastes and preferences of South African consumers.
Pret’s entry strategy also includes cultural localisation through design. In the Rosebank store, graphic design work by University of Johannesburg student Precious Mogoje was selected as the featured visual motif. Her artwork was integrated into the store’s décor alongside Pret’s global brand elements. The collaboration illustrates a growing trend in which international businesses seek local partnerships that go beyond commerce and into areas such as creative arts, design, and cultural representation.
Further expansion is planned across additional urban centres, with forthcoming stores expected in Cape Town, Durban, and Pretoria. According to Pret’s global strategy, the focus remains on central business districts, travel corridors, and areas with high pedestrian flow. CEO Pano Christou has reaffirmed Pret’s commitment to growing its international presence while continuing to invest in existing markets.
Financially, Pret A Manger reported global system sales of £1.2 billion in 2024, with a 10% year-on-year increase across company-owned and franchised outlets. Importantly, 25% of the company’s revenue is now generated from markets outside the United Kingdom — a shift that underscores the brand’s reliance on international growth.
Pret’s South African rollout intersects with national health and lifestyle initiatives through a partnership with Discovery Vitality, a well-established wellness programme. In June 2025, the Millat Group confirmed that Pret had joined the Vitality Mall platform, enabling Discovery members to use Discovery Miles to purchase food from Pret outlets. The partnership aims to make fresh food options more accessible to health-conscious consumers and supports ongoing efforts to incentivise wellness in urban South Africa.
The Millat Group has presented the partnership with Discovery as part of a broader vision that aligns the group’s hospitality ventures with wellness-focused, convenience-driven living. In public statements, Millat Group CEO Hamza Farooqui noted that aligning with platforms like Discovery Vitality is central to the group’s strategy of investing in modern, lifestyle-driven brands that appeal to evolving consumer habits.
Pret’s entry into South Africa adds to the growing presence of international food and beverage brands on the continent. However, its approach—centred on localisation, cultural inclusion, and partnership—reflects a broader recognition that African urban markets are not passive recipients of foreign business models, but active spaces of negotiation, adaptation, and co-creation.
Rather than viewing the African continent through a singular narrative of market potential or development gap, Pret’s South African strategy illustrates a shift toward context-driven business expansion, where multinational entities are required to engage with local dynamics in more meaningful ways. The long-term impact of this model remains to be seen, but its emphasis on partnership and adaptability suggests a different paradigm for global market engagement.
