Pret a Manger is in PR trouble again after the national press revealed that it had been peddling misinformation about the origin of its chicken, just days after being named and shamed for false claims about the freshness of its fish.
First came the revelation that the trout Pret used in its Deluxe Sushi box was actually frozen and shipped over from Chile, forcing the embarrassed sandwich chain to remove its spankingly fresh claim from the company website.
Then, only a few days later, the company's claims that it used only fresh, natural ingredients were left wanting again, when the media revealed that the chicken it used in its sandwiches was farmed, processed and frozen in Brazil.
After one instance of negative publicity, consumers could be forgiven for not noticing. But twice in the space of a week and they will inevitably begin to question a brand that claims its sandwiches contain only the best, natural stuff you'd want to use at home.
After first hitting the headlines about its sushi, the company should have realised from experience that more revelations were likely to follow.
Consequently marketing teams should have acted immediately by removing all unsubstantiated claims on its website and packaging as a matter of urgency- a simple and sensible PR precaution to prevent any further potential damage to its reputation.
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