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Our strategy
We've been around for 85 years building a reputation for offering great quality, freshly prepared food at low prices with great service.
We are a modern food-on-the-go retailer and a much-loved and trusted brand that is for everyone and available to serve our customers wherever, whenever and however they choose.
With ownership of our supply chain, over 2,600 shops nationwide, we are in a unique position to make great tasting, freshly prepared food accessible to everyone.
We have more than 33,000 amazing colleagues, working together to provide our customers with the best experience, offering fast and friendly service, day in and day out.
Business model
Manufacturing
We make great tasting, freshly prepared food that customers can trust, in our own manufacturing centres of excellence.
Logistics
We move products from our manufacturing sites to our shops ourselves, helping to keep prices as low as possible.
Our people
We have more than 33,000 amazing colleagues, providing our customers with the best experience every day.
Customer channels
With over 2,600 shops across the UK including 500 with franchise partners, delivery and wholesale partnerships and Click + Collect, we can serve our customers where, when and how they choose.
Customer relationships
Our Greggs App and CRM system allow us to build long-term connections with our customers and reward their loyalty.
Strategy in action
While Greggs has enjoyed tremendous success in recent years as we worked towards becoming the customers’ favourite for food-on-the-go, our journey is far from over.
In 2021, we set out an ambitious plan to double Greggs’ sales in five years and while the fundamental strategic pillars of our business model did not change, we identified four key growth drivers which will became the focus of our strategy to reach our full potential.
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
Through extending our trading hours, exciting new additions to our menu and leveraging our existing customer channels, we are able to compete more effectively for food-on-the-go sales in the evening.
Digital channels
Through our digital channels, including delivery and Click + Collect, we are able to compete more effectively at all times of day.
Broadening customer appeal and driving loyalty
Through timely, effective customer communication via our new Greggs App, website, social media and CRM system, we can communicate with our customers and be a brand considered by more people when they need food-on-the-go.
Investing in our supply chain and technology for a bigger business
Over recent years, we have transformed our supply chain and technology infrastructure to create a centralised food-on-the-go business model. Our ambition to double sales revenues will require significant investment in manufacturing and logistics to increase capacity. We’ve made better use of space and invested heavily in centralised automation, delivering a step-change improvement in the quality of our products and our supply chain cost structure. This has also allowed us to create a template on which we can build additional capacity and continue to grow as a business.
Our culture
Our people are what makes our business successful. We aim to provide them with a great place to work, where they feel valued and have the opportunity to fulfil their potential. Our values commit us to being friendly, inclusive, honest, respectful, hardworking and appreciative.
Our sustainability commitments
It’s our duty as a responsible business to stand for more than just profit. In February 2021, we launched The Greggs Pledge, declaring ten commitments based on the UN’s Sustainable Development Goals to help people, protect the planet and work with our partners to change the world for the better.
Our stakeholders
Maintaining good relationships with our essential stakeholders is key to what we do. Our stakeholder family includes customers, colleagues, investors, suppliers and, of course, the communities that we serve.