Greggs, the renowned UK bakery chain, is embarking on a significant menu overhaul, introducing new chicken-based offerings in a direct challenge to fast-food giants like McDonald’s and KFC. This move builds upon the company’s recent expansion beyond its traditional baked goods and rolls, further solidifying its presence on the high street. The new additions, a BBQ crispy chicken burger and a BBQ wrap featuring southern fried goujons, will be available as part of Greggs’ Hot Sandwich Deal, a value-focused option that includes a hot sandwich, wedges or salad, and a drink. This strategic expansion into the burger and wrap market underscores Greggs’ ambition to broaden its appeal and compete directly with established fast-food players.
The introduction of the new chicken items aligns with Greggs’ ongoing strategy to diversify its menu and cater to evolving consumer preferences. The company’s recent launch of a fish finger sandwich and wrap proved successful, demonstrating customer appetite for savory options beyond the traditional bakery fare. The BBQ crispy chicken burger, priced at £4, and the BBQ wrap, at £3.80, offer affordable and convenient meal choices, further reinforcing Greggs’ value proposition. By incorporating these new items into the Hot Sandwich Deal at £4.95, Greggs aims to attract budget-conscious consumers seeking a complete and satisfying meal.
The expansion of the hot, made-to-order range, currently available in over 150 shops, is a key element of Greggs’ growth strategy. With plans to double availability to 300 shops by spring, the company is demonstrating its commitment to expanding this segment of its business. This expansion also reflects Greggs’ recognition of the growing demand for freshly prepared, hot food options, further positioning the company to compete with traditional fast-food outlets. The strategic rollout of the hot, made-to-order range signifies Greggs’ ambition to become a more comprehensive food service provider.
Alongside the new chicken offerings, Greggs is reintroducing popular returning items, further bolstering its menu appeal. The Katsu Chicken Bake, featuring chicken breast in a Japanese-inspired Katsu curry sauce encased in puff pastry, caters to the growing demand for globally inspired flavors. The return of the Cherry Bakewell Muffin provides a sweet treat option for those seeking a classic indulgence. Additionally, the Cinnamon drinks range, including the Cinnamon Swirl Latte and Cinnamon Flat White, is making a comeback, offering seasonal warmth and flavor. These returning favorites underscore Greggs’ ability to tap into customer preferences and provide familiar comfort food options.
Greggs’ ambitious expansion plans continue apace, with the company aiming to open between 140 and 150 new shops in the current year, adding to its existing network of 2,618 locations. This aggressive expansion strategy underlines Greggs’ confidence in its brand and its commitment to increasing its market share. The company’s strong financial performance, with sales exceeding £2 billion in 2024, a significant increase from the previous year, provides a solid foundation for continued growth. The success of festive offerings, such as flatbreads, festive bakes, and gingerbread lattes, further demonstrates Greggs’ ability to capitalize on seasonal trends and drive sales.
While Greggs’ like-for-like sales growth has moderated, attributed to a decline in high street footfall, the company is strategically focusing on expanding its presence in railway stations and travel locations. This strategic shift reflects Greggs’ recognition of the changing consumer landscape and the opportunities presented by these high-traffic locations. While prices in these locations may be higher due to increased rents, the convenience and accessibility they offer align with the needs of busy travelers and commuters. Greggs’ focus on these strategic locations underscores its adaptability and its commitment to reaching customers wherever they are. The company also offers various cost-saving initiatives, such as a free birthday treat through its rewards app and partnerships with retailers like Iceland, which offer Greggs products at discounted prices. These initiatives further enhance Greggs’ value proposition and attract budget-conscious consumers.
