Pret A Manger embrace McCrudden's theory on valuing consumer's time
Blogger Paul McCrudden has written to several companies demanding they reimburse him for the time he has spent with their brand. Although seemingly bizaare, McCrudden looks to be onto a winner causing a stir amongst the press, consumers, and the brands in question with BD client Pret A Manger (amongst others) already paying the savvy consumer for his time.
"For the Six Weeks from mid-June to end-July 2009, I recorded all the time and money I spent as a consumer. And, having invoiced over 50 companies, I'm now waiting for them to pay me for this time I've spent with their brand.
I did this for two main reasosns: firstly, to further understand how I spend my life as a consumer, and secondly to challenge the basic assumption that consumers are subservient to brands".
Pret A Manger were the first of the brands to not only pay back the suggested amount, but to add an extra £23 pounds for additional time spent with the brand and McCrudden's walk to the post box! Below, McCrudden expresses his gratitude. Click to see Julian Metcalfe's witty letter…