Greggs transforms into a top coffee seller in the UK

In recent years, Greggs, a popular high-street bakery in the UK, has undergone a significant transformation, aiming to broaden its appeal to a more diverse customer base. The most notable indicator of this shift was the opening of a champagne bar at a pop-up Greggs location, which highlights the brand's attempts to shed its previous image and target a more middle-class demographic. This initiative coincided with the introduction of innovative menu items, including a vegan sausage roll in 2019, which was a pivotal moment in the company's evolution. The champagne bar, which offered both affordable and high-end options, managed to attract substantial crowds since its inception, suggesting that there is indeed a market for what some may perceive as a middle-class version of Greggs. In a broader retail context, the company's strategy reflects changing consumer preferences. As economic pressures mount, shoppers have become more interested in seeking value without compromising on quality, a trend that has benefited Greggs significantly. According to retail analysts, Greggs's recent performance has resulted in impressive financial growth, with a reported revenue of £1.93 billion. This is partly attributed to the changing perceptions surrounding value-seeking customers, who are increasingly represented by what has been referred to as the 'Lidl-class shopper.' Incorporating value-based tactics while maintaining high standards for food quality appears to be a winning combination for Greggs. Moreover, the presence of celebrity endorsements, such as Nigella Lawson, who features prominently in Greggs's Christmas TV ad campaign, signifies the brand's efforts to elevate its status in the food retail sector. This strategic move aims to distance itself from any stigma associated with being a budget-friendly option, further aligning with upscale cafes and coffee sellers. These initiatives and developments indicate that Greggs's brand identity is evolving to appeal to a broader customer demographic while still catering to its traditional clientele.