|Public (LSE: GRG)|
|Industry||Food (Bakery Group)|
|Headquarters||Jesmond, Newcastle upon Tyne, United Kingdom|
|Products||Sandwiches, pies and pastries; baked goods|
|Revenue||£835.7 million (2015)|
|£73.1 million (2015)|
|£57.6 million (2015)|
Number of employees
Greggs plc (LSE: GRG) is the largest bakery chain in the United Kingdom. It specialises in savoury products such as pasties, sausage rolls and sandwiches and sweet items including doughnuts and vanilla slices. It is headquartered in Newcastle upon Tyne. It is listed on the London Stock Exchange, and is a constituent of the FTSE 250 Index.
The first Greggs was opened in 1951. Originally growing regionally from its North East base, Greggs began to acquire other regional bakery chains across the rest of the country from the 1970s onwards. By the 1990s, it was the largest bakery chain in the country after acquiring its major rival, Bakers Oven, in 1994. In 2016 the chain had 1,743 outlets, including 143 franchised outlets.
When John died in 1964, the bakery was taken over by his son, Ian, assisted by his brother, Colin. Major expansion began soon after, including the acquisitions of other bakeries such as Glasgow-based Rutherglen in 1972, Leeds-based Thurston's in 1974, Broomfields the Bakers, London, Bowketts the Bakers in Kent, Tooks the Bakers (East Anglia) and Price's (Manchester) in 1976.
In May 1994, the company acquired the Bakers Oven chain of bakers' shops from Allied Bakeries. In August 1999, Greggs rebranded its 100 Braggs bakers shops as Greggs of the Midlands, and its Leeds based Thurston chain as Greggs of Yorkshire.
In December 2008, Greggs announced that all of its 165 Bakers Oven branded shops would be re branded into the Greggs brand so that all the shops could benefit from the Greggs national advertising campaign. In 2011, the company opened its 1,500th shop in York. In 2012, the company began selling frozen pasties through supermarket chain Iceland. In January 2013, Greggs replaced its CEO Ken McMeikan with Punch Taverns CEO Roger Whiteside. McMeikan left the firm for Brake Bros.
In November 2009, when it had around 1400 stores (more than fast food chain McDonalds), the company announced plans for a further 600. In 2013, however, in the face of declining sales. Greggs stated that they were no longer intending to increase their number of stores. They aimed to refit 215 stores (about 12% of their estate) by the end of the year, as well as introducing new products, such as pizza.
In 2013 Greggs began to transition out of the bakery market with the reasoning that it couldn't compete with supermarkets on that front. Instead, the company switched to focusing solely on the "food-on-the-go" market after discovering that 80% of its business was with that market. Part of this was having many of its stores open earlier and close later, in order to target those going to and coming back from work - expanding its breakfast menu to suit. Part of this change meant discontinuing many of its traditional baking practices, such as the sale of bread in many of its stores. This includes ending its decades-old practice of selling scones.
In August 2014, the company complained to Google when an "offensive" satirical parody of the Greggs logo was presented in search results as the actual company logo – falling afoul of imperfections in the "Google algorithm". The firm's lighthearted social media response was noted as a "lesson in Twitter crisis management".
The company has grown steadily over the years, and now has over 1,600 outlets, with many town and city centres having several stores. In May 2015 the chain had 1671 outlets, 9 regional bakeries and employed 20,000 staff. By March 2016, the number of outlets had grown to 1698.
In September 2011, Greggs opened its first Greggs Moment, a 104-seater coffee shop, in its home town of Newcastle. It was located on Northumberland Street. This store was shortly followed by one in the nearby MetroCentre in 2012, and the Hill Street Shopping Centre, Middlesbrough. Five outlets had been opened by February 2013.
The initial trial was held in Cobalt Business Park in Greggs’ home city of Newcastle, with the next trial phase set to encompass the city’s other 29 Greggs stores. If this is successful, then Greggs have said that the next trials will be held in London and Manchester. A minimum spend of £25 is currently required for the delivery service, as it is intended for workers in commercial areas, and a limited number of items from the Greggs menu are available for delivery at present.
The sausage roll is the company’s bestselling product, selling more than 2 million units weekly. The sausage roll is a pastry snack, made with sheets of puff pastry wrapped around seasoned sausage meat.
Greggs sell the sausage rolls freshly baked in store individually or in a pre-baked cold pack of 4 for customers to heat at home. The sausage rolls are also available for purchase at the supermarket chain Iceland, where they can be bought frozen to be cooked at home.
Attempting to expand their healthy product range in response to rising obesity levels in the UK, Greggs introduced two sourdough pasties in 2016. Instead of using the standard puff-pastry, the pasties use a crunchier sourdough shortcrust pastry which are available with a filling of either chicken katsu or Bombay potato. The company markets their pastries with the idea that they contain fewer than 300 calories and 9 grams of fat which is much less than other parts of their hot food range. On the Food Standards Agency 'traffic light' health rating system the two sourdough pasties score green and amber, indicating that they are healthier than many of Greggs other products which often score red.
In May 2016, the company launched a range branded as ‘Balanced Choice’ which aims to offer healthy food options all under 400 calories. This line offers a variety of pasta dishes, sandwiches, salads and soups and includes both meat-free products and products containing meat. The range also includes ‘healthy snacks’ such as yoghurt pots and pots of fruit, and light drinks such as lemonade and fruit juices.
In October 2016, Greggs launched a new autumn menu featuring a line of burritos which includes a pulled beef burrito, a pulled chicken burrito and a vegetarian offering containing onion bhajis. and their autumn/winter menu introduced a range of new burritos and gluten-free sweets. These updates were accompanied by a ‘revamp’ of the company’s snack range, with the introduction of packets of nuts and fruits and a change to own-label crisps.
Following the success of their previous health-conscious offerings, Greggs have also begun introducing a range of gluten-free products. The first of these were launched with the autumn/winter menu for 2016 and included a range of cakes and other sweet products such as brownies and crispy rolls.
Greggs also offer ranges of items themed around annual festivities. Their Halloween product line includes sweet products such as spooky ring buns, monster mallows, bat biscuits and toffee apple lattices. Their Christmas menu includes items such as the 'Festive Bake', savoury products featuring turkey, mince pies and confectionery with festive flavours and decorations.
The Festive Bake, a pastry containing chicken and bacon with stuffing and cranberry sauce, is a cult favourite among customers; Greggs claimed that people begin inquiring about it as early as July, despite it being a Christmas-themed item. A marketing campaign in 2016 saw the company launch an instant messaging group on WhatsApp for fans of the Festive Bake where they could discuss the bakes and receive access to exclusive content and free gifts. A limited amount of places was available in the group; customers could use the app to register their interest with Greggs who would then pick people to join.
Greggs sell a variety of sandwiches, which are available to purchase hot or cold. The sandwiches are made fresh in-store every day by staff who make one sandwich every minute. The sandwiches come with a variety of fillers including tuna, ham, cheese, chicken, salads and spreads such as mayonnaise.
Greggs offer a growing variety of breakfast items, served until 11am. Bacon rolls and porridge were introduced to their stores in 2010 alongside continental items including croissants and pain au chocolat. In 2016, the company said that their breakfast menu was their fastest-growing product line and announced plans to expand their coffee menu as a result with the addition of flat whites and an 'improved mocha'.
Greggs' soups are part of the company's healthy eating menu. The soups are seasonal - the different types served throughout the year including chicken curry soup, spiced beef and rice soup, and cream of tomato soup.
In Channel 4’s ‘Tricks Of The Restaurant Trade’ it was discovered that Greggs' cream of tomato soup contained much more sugar than was disclosed in its nutritional information. While a 300g portion is said to have 5.7g of sugar, when tested the same amount came back with 25.4g: almost five times the amount on the package. Greggs, in response, said that they would "review the methodology used to determine nutritional data and would reformulate the recipe if required".
Greggs offer a range of pasties and bakes which are available to purchase in-store hot and some are available to purchase in a cold multi-pack to be re-heated at home.
Greggs previously sold a macaroni pie, which was a water crust pastry case filled with macaroni pasta and a cream cheese sauce. It was sold for £1.50 in Scottish Greggs stores and was 262 calories per pie, one of Greggs less calorific products.
The news of the removal of the pie angered many customers in Scotland, and campaigns soon began calling for Greggs to keep the pie. A huge campaign started on social media with Scots pleading Greggs to #savethepie. A petition was started which gained nearly 2,000 supporters and the topic of the discontinuing of the pie was discussed in the Scottish parliament.
In 2015, Greggs decided to discontinue bread from their shelves. This was a surprising discontinuation as bread was the first product Greggs sold from when company founder John Gregg delivered yeast on his bicycle in the 1950s. The official Twitter account of Greggs stated that the products weren’t selling as well as their sandwiches, and other products. They also added that bread is still being sold in some stores, although, only very few of them. The company says that they are now focusing on “food-on-the-go” products as customer habits are changing.
In July 2002, actress and model Milla Jovovich, a fan of the store and its pasties, said that she would be willing to become the "face of Greggs", in a new marketing campaign if the firm approached her. However, no such approach was made.
In February 2014, Greggs has launched the first completely electronic loyalty scheme launched by a UK food-on-the-go retailer, called “Greggs Rewards”. Customers can pay via cash, card or the new app, by connecting their card or PayPal account to it.
In March 2012, Chancellor of the Exchequer, George Osborne proposed to simplify the taxing of takeaway food. In the UK, most food intended to be cooked and eaten at home is zero-rated, meaning that businesses do not have to charge their customers the standard VAT on those products. Hot fast food, however, must charge 20% VAT. An exception to this rule can be made if it can be argued that a product was not intended to be served hot. Much of Greggs food falls under this exception, with the food being left to cool on a shelf after preparation rather than being kept hot or reheated upon purchase by customers.
With the pasty tax, any food (besides freshly baked bread) which is sold while above room temperature would be subject to the 20% VAT charge with no exception for intended serving temperature. This proposal was controversial as it would have raised the price of many Greggs products. Chairman of the company, Derek Netherton warned that such a tax would lead to "further unemployment, high street closures and reduced investment". Greggs participated in a campaign to reverse this decision, which became known as the "pasty tax" or "Pasty Gate".
Greggs: More Than Meats the Pie
An eight-part documentary series, called Greggs: More Than Meats The Pie, which goes behind the scenes of the bakery and all its areas, was broadcast on Sky1 and Sky1 HD in 2013. The first episode achieved in excess of over 740,000 viewers, with all ratings across Sky1, Sky1+1 and Sky2 factored in. Sky revealed the documentary programme was Sky1's number one original show in April, with a final total of 1.27 million viewers.
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