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When Pret A Manger launched a vegetarian pop-up store on Broadwick Street in London’s Soho, it was originally only intended to remain for a month. However, Veggie Pret has proven such a success that the up-market fast food chain has decided to make it a more permanent fixture.

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Originally opening in June for a one month trial, Veggie Pret was Pret A Manger’s response to the increasing demand for vegetarian, vegan and all-round healthier food among Londoners. The brand expected sales to fall off after the first few weeks of excitement petered out, but quite the opposite happened. Situated in the heart of Soho (and just a stone’s throw for the Underscore office), Veggie Pret was perfectly placed to hoover up thousands of the West End’s hungry and increasingly health-conscious professionals. The fact that over 50% of the shop’s visitors were actually self-confessed meat eaters proves that the store wasn’t simply appealing to local vegetarians and vegans. In fact, in just 12 weeks the pop-up received over 20,000 positive customer comments (even including one from Sir Paul McCartney), meaning the decision to remain was a no-brainer.

Pret A Manger’s decision to make Veggie Pret permanent is a clear demonstration of the chain’s faith that, at least for London’s cosmopolitan crowd, the continually growing wellness trend is not just a flash in the pan.

(Credit all images: Pret A Manger)