Our vision is to be the customers’ favourite for food-on-the-go
Our strategic pillars
In 2021, we set out an ambitious plan to double sales over the next five years. The fundamental strategic pillars of our business model have not changed and Greggs will always offer great-tasting food, brilliant value for money and a friendly customer experience, but we have identified four key growth drivers which will become the focus of our plan to reach our full potential in the years ahead.
Great tasting, freshly prepared food
You cannot beat freshly baked, freshly prepared food. With great flavours, responsibly sourced ingredients, trademark Greggs quality and outstanding value, our food-on-the-go leads the way.
Best customer experience
The fast and friendly experience is a key reason why customers choose Greggs again and again. Our colleagues do an amazing job in-shop, while the Greggs App and the deployment of new Customer Relationship Management capabilities allow our teams to talk to our customers like never before.
Competitive supply chain
At Greggs we own our own supply chain, which means we can ensure our high standards are met at every stage of the journey – from our manufacturing sites, logistics, right to our shops.
First class support teams
We invest heavily in cutting-edge systems which equip our support teams to provide the best service to their colleagues, and ultimately, to Greggs customers.
Our four key drivers of growth
Growing the Greggs estate
Through new shop openings, relocations and the next generation of shop refits, our ambition is to reach significantly more than 3,000 shops.
Extending trade into the evening
By extending our trading hours, adding exciting new additions to our menu and leveraging our existing customer channels, we are able to compete more effectively for food-to-go sales in the evening.
We’ve transformed our business by expanding the Greggs digital capabilities to suit customers’ changing needs. Via the Greggs App, website, Click + Collect and our Just Eat partnership, we have become a brand considered by more people, more of the time and in more places when they need food-on-the-go.
Broadening customer appeal and driving loyalty
We’ve never had so much to talk about – whether that’s new products, our evening expansion, exciting new shops, delivery, the Greggs App, our latest partnership or the Greggs Pledge. We are encouraging more customers to visit us more often. The more reasons we can provide for them to consider us, the more likely we are to be their brand of choice.
A message from our Chief Executive,
"Our purpose is to make great tasting freshly prepared food available to everyone. We want to be the food-on-the-go retailer that is accessible to everyone, whoever and wherever they are, and whatever the meal occasion. That means offering the highest quality at the best possible price – something Greggs does so well.
2022 has been a year of strong progress for Greggs, the result of committed efforts to deliver our strategic growth plan. The significant opportunities on which the plan is based will remain centre stage in the year ahead as we make Greggs more accessible to even more customers.
We have an exciting, ambitious plan for the years ahead and, by continuing to nurture what makes Greggs special, I believe we are extremely well-placed to realise the opportunity to become a significantly larger, multi-channel business.”