What Is The New Better?

A woman sits at the counter at a Pret a Manger.

When the pandemic stopped people from going to their offices, in March, Pret a Manger was an immediate economic casualty.Photograph by Isabel Infantes / AFP / Getty

A gifted observer, Sam Knight captures in the plight of a sandwich chain the puzzle for most of us in retail, hospitality, and other high contact professions. The question is obvious and the answer is not: what now? The founders of the chain, whose advice is sought in this context, tell the CEO to go back to the origins of the business model which was about, in their words, “killing sacred cows.” By the end of his observation, the journalist attempts to get some resolution and this is what we get:

…I asked Christou if he woke up in the morning wishing that life could return to how it was—which is what Pret a Manger, with its affective labor, its illusion of luxury and freedom, signifies for most of us. He said no. “I want things to be better,” he said. “What the new better is, I guess at the moment we don’t know.”

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