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Main case

COVID-19: Pret a Manger’s Fight for Survival

By Nader Tavassoli, Jessica Spungin


The case describes how Pret a Manger—a London casual-dining institution—was significantly adversely impacted by the COVID-19 pandemic, and how they tried to pivot by launching several business experiments in fast succession. The long-term outcome of these experiments was far from certain, but the case provides a solid basis for evaluating their potential merits and pitfalls.

Learning objectives

1. Strategic analysis (5Cs)
2. Industry structure (value chain and 5-forces analysis)
3. Strategic inertia
4. External shocks to business models
5. Strategic pivots and innovation (experimentation) under uncertainty


Publication Date: October 2020
LBS Case Code: CS-20-021
Subjects: , , ,
Pages: 4
Format: pdf