Why greggs the bakery

The creative elements were pulled together through an integrated media plan. Scotland and the North East were the heartland, with high store volume, strong awareness, positive brand perception and loyal usage. The North West and Yorkshire were relatively mature, with good store penetration, strong awareness and usage. London and the South East had experienced a growth in the number of shops, but awareness and usage were minimal.

Our media strategy had to answer all the different levels of awareness, and reach these regions. Working with our media partner, the team developed a media plan consisting of an overarching national solution, supported by regional media to cover regional differences. National television starting in April supported all regions, with the less mature regions benefiting from exposure that would not have been affordable on a regional basis.

A combination of Terrestrial and Multichannel stations were selected to deliver high frequency of exposure. Proximity outdoor activity 6 sheets and phone boxes within m of stores supported store awareness at the lunchtime decision-making junctions in key cities in the Yorkshire and NW regions. Key areas of North London and the South Coast were supported with a high quantity of outdoor activity. In addition, a sales promotional plan was implemented alongside the advertising campaign, targeting a 1.

The positive effect on the brand was immense, both in terms of consumer perception and sales. All achieved in an exceptionally short time span. The effectiveness of the strategy and campaign was assessed through a quantitative brand and ad tracker, and by monitoring sales and the uptake of promotions. Like-for-like sales had gone up by 4. Their operating profit had gone up by a huge The result? Sales continued to improve beyond the campaign period, resulting in like-for-like sales in the second half of experiencing a 5.

By the end of the year Greggs had a brand new energy. Final trading reports in showed a sales increase of 5. Greggs image in the market had improved, with people coming back to its stores, and spending more on average. This saw its share price shoot up from p in Sept 06 to p in Sept This new brand strategy formed a strong foundation for growth, and established a strategic approach that fuelled the focus of the business during the difficult two-year trading period that followed in and For Valentine's Day , Greggs offered something a little different for any would-be lovers who'd decided to stop by their stores.

Valentine's diners would enjoy a full four-course meal of Greggs classics — and naturally, the whole thing came with a couple glasses of prosecco, too. Not only that, but the interiors of the five U. Full table service too, of course. You wouldn't expect anything less, would you?

Mains were a choice of any classic baked-to-order Greggs pastry with spiced potato slices, fresh Apollo and spinach leaves and sunblush tomatoes. Finally, dessert came in the form of a brochette of miniature donuts with a butterscotch dipping sauce, and the whole thing was topped off with a Belgian dark chocolate brownie, raspberry and almond bite and a caramel shortbread.

Try taxing that, Osborne. A few years ago, CityMetric shared a map on social media of each and every Greggs branch in the U. While the sheer number of stores in the country was remarkable enough and we'll come to that shortly the map revealed a few other interesting aspects of the company that even the most hardened Greggs veterans might not have known. For one, there's the existence of what's known as the "second-hand Greggs. Their signage is red rather than the traditional blue and they're marked with the words "bakery outlet.

Any Brit will be able to tell you why that is: because a certain type of pasty known as the Cornish pasty is an iconic part of the region's culinary scene, and the "fiercely traditional" Cornish might be a little hostile to the idea of a northern chain company barging into their territory.

Honestly, we can't blame them. At this point, you've probably got a decent idea as to the scale of Greggs' success in the U. But let's put it into perspective. We know Greggs has somewhere around 1, stores in its home country. By comparison, there are approximately 1, McDonald's restaurants situated in the U. That means, by number of outlets, Greggs is actually bigger in Britain than McDonald's. The same McDonald's which basically rules the world. There are few chains that have got the edge on Greggs, in fact.

One is Costa Coffee, which, as of , owned 2, U. Aside from that, however, you'll find few major companies which have quite managed to match the sheer degree of success that Greggs has achieved.

Not bad for a door-to-door bakery round. The Untold Truth Of Greggs. Getty Images. They started small Greggs. They're steering away from their bakery background Instagram. They're a really big deal in some places Shutterstock. But they haven't caught on everywhere Getty Images. They tried to go fancy Instagram. They had beef with Piers Morgan Getty Images. And then there was "Pasty-gate" Getty Images. They had their own TV series Getty Images. There was a Greggs Marathon Facebook.

The recent relaunch of the Greggs App lays the foundations for future growth as the company bids to recruit many more customers to benefit from its loyalty mechanic and take a CRM approach to offer them reasons to visit more often. Much of the infrastructure investment to support this is now in place and it will increase marketing investment in the months and years ahead to develop visit frequency and average transaction value.

It is focused on significantly increasing its membership base from the current , members. In the coming years, it plans to build on this to expand capacity for both new shops and growth from new channels, as well as restarting its shop refurbishment programme. It expects capex requirements to peak across and and that all investments will be self-funded.

Kitchen modifications on the cards for Greggs. Save my name, email, and website in this browser for the next time I comment. Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information. News Shortlist Vote Tickets. Bakeries by Andrew Seymour on 5th October