Strategy in Action

Having a positive impact on people’s lives.
Read more about our Social Responsibility

Our strategic plan, first announced in 2013, set out to show that Greggs could be a winning brand in the highly competitive food-on-the-go market. Our business has been transformed in that time, delivering an unbroken record of positive like-for-like sales and new levels of profit. It is now time to set a higher aspiration for the business, our purpose being to make good freshly prepared food accessible to everyone, with the aim of becoming the customers’ favourite for food-on-the-go.

Our strategic plan focuses on four key pillars which all reinforce our commitment to putting the customer at the heart of our business:

  1. Great tasting freshly prepared food
  2. Best customer experience
  3. Competitive supply chain
  4. First class support teams

These pillars are all supported by our long-standing approach to conducting our business in a responsible manner, and in doing so making a positive impact on people’s lives.

Making sure every day tastes good for our customers

We work hard to make sure our range meets our customers’ needs and, while our classic favourites can’t be beaten, there is always something new to excite them. We offer great value at every time of the day and care about where our ingredients come from.

 

Greggs is a strong and trusted brand and we draw on our heritage in fresh bakery to compete successfully in the food-on-the-go market. The Greggs product offer is differentiated by the way we freshly prepare food each day in our shops and by offering outstanding value for money for good quality, great tasting food-on-the-go.

 

Making good freshly prepared food accessible to all income levels is embedded in our core purpose as a brand, with outstanding value meal deals setting us apart from the competition.  Our product strategy has been to nurture and protect our market-leading reputation in long-established traditional bakery categories adapted to food-on-the-go, whilst developing new reasons to visit Greggs by offering quality and value in new growth areas including breakfast, hot drinks, hot food and Balanced Choice.

 

Breakfast remains our fastest growing part of the day and we have established a leading position by offering our customers outstanding value at just £2 for a breakfast deal - an offer we are proud to hold for the eighth year running.  We continue to build on our reputation for high quality, great tasting, good value coffee and have increased our hot drinks menu choice with the introduction of flavoured lattes.

 

Our Balanced Choice range offers a choice of savouries, wraps, sandwiches, salads, soups, porridge, fruit, yoghurt and drinks, which are all less than 400 calories and meet amber and green on the traffic light system for fat, saturated fat, salt and sugar. The range which was launched in 2014, now accounts for more than £100m of sales.

 

We have a strong pipeline of new product developments planned for the year ahead, strengthening traditional product areas and continuing to build our reputation in new growth areas.

Balanced Choice accounts for over 10% of sales'

Making every day a great day for our customers

As well as offering great tasting great value food, Greggs is loved by customers because of our fast and friendly service.  Working in a Greggs shop is very demanding so we rely on our amazing teams to delivery fast, friendly service under pressure.  We continue to invest to simplify our processes and increase productivity to release time for service and have introduced a best practice programme that we call 'The Greggs Way'. 

 

Our award-winning loyalty scheme, Greggs Rewards had another successful year in 2017, surpassing the one million customer downloads milestone.  Customer data capture is now at a level that allows us to analyse behaviour, develop targeted marketing campaigns and is invaluable in helping our shop teams to deliver a great Greggs customer experience, every day.

 

Extended opening hours, particularly early in the morning and on Sundays, are meeting increased demand as our popularity for food-on-the-go grows. Investment in coffee machines, hot food ovens and new systems to free up more staff time are all contributing to our speed of service. 

 

Convenience is key when it comes to customer choice and, as the internet changes the way we shop and our food-on-the-go eating habits, we have been focusing on taking Greggs to where our customers want us to be.  In 2017, we accelerated shop growth, opening over 130 new shops, including 45 franchise shops focused on travel locations and reached a significant milestone as we celebrated opening our 200th franchise shop.  We extended our company-managed shop reach to new territory in Devon, in addition to opening further shops in Northern Ireland.  We also successfully developed a new Drive Thru format that will allow us to compete effectively in this type of location as we seek new sites.

 

 

80% of our shops open by 7am Monday to Friday.

Providing the best value to our customers

In 2017, we made great progress in our £100 million supply chain investment programme to increase logistics capacity, consolidate our manufacturing operations into centres to improve product quality and support shop growth, allowing us to compete more effectively in the food-on-the-go market.

 

We completed the transfer of our operations in Edinburgh to our Glasgow bakery, which has been extended to a centre of excellence for Yum Yum production.  We also extended our Leeds bakery to create a centre of excellence for cake and muffin production.

 

2018 will be the peak year of investment in the programme, including the creation of our centre of excellence for doughnuts in our Gosforth Park bakery.  Overall, our expansion plans will create thousands of new roles in retail and distribution operations, but will result in fewer roles in manufacturing.

We're investing £100m into our supply chain.

A fully integrated approach to customer service

We have well-trained people providing great service to their colleagues and ultimately our customers, and are always looking to improve the way we do things by investing in first-class systems.

 

We have made further significant progress in the fourth year of our major process and systems investment programme.  We have successfully deployed our largest ever systems roll out, replacing traditional shop ordering with a new central forecasting and replenishment process and have already seen benefits in improved product availability for customers.

 

We successfully deployed pilots in both logistics and manufacturing which will be rolled out this year, alongside our supply chain investment programme.

We've introduced a new shop ordering system.

Our strategic plan, first announced in 2013, set out to show that Greggs could be a winning brand in the highly competitive food-on-the-go market. Our business has been transformed in that time, delivering an unbroken record of positive like-for-like sales and new levels of profit. It is now time to set a higher aspiration for the business, our purpose being to make good freshly prepared food accessible to everyone, with the aim of becoming the customers’ favourite for food-on-the-go.

Our strategic plan focuses on four key pillars which all reinforce our commitment to putting the customer at the heart of our business:

  1. Great tasting freshly prepared food
  2. Best customer experience
  3. Competitive supply chain
  4. First class support teams

These pillars are all supported by our long-standing approach to conducting our business in a responsible manner, and in doing so making a positive impact on people’s lives.

Having a positive impact on people’s lives.
Read more about our Social Responsibility

Great tasting fresh food

Making sure every day tastes good for our customers

We work hard to make sure our range meets our customers’ needs and, while our classic favourites can’t be beaten, there is always something new to excite them. We offer great value at every time of the day and care about where our ingredients come from.

 

Greggs is a strong and trusted brand and we draw on our heritage in fresh bakery to compete successfully in the food-on-the-go market. The Greggs product offer is differentiated by the way we freshly prepare food each day in our shops and by offering outstanding value for money for good quality, great tasting food-on-the-go.

 

Making good freshly prepared food accessible to all income levels is embedded in our core purpose as a brand, with outstanding value meal deals setting us apart from the competition.  Our product strategy has been to nurture and protect our market-leading reputation in long-established traditional bakery categories adapted to food-on-the-go, whilst developing new reasons to visit Greggs by offering quality and value in new growth areas including breakfast, hot drinks, hot food and Balanced Choice.

 

Breakfast remains our fastest growing part of the day and we have established a leading position by offering our customers outstanding value at just £2 for a breakfast deal - an offer we are proud to hold for the eighth year running.  We continue to build on our reputation for high quality, great tasting, good value coffee and have increased our hot drinks menu choice with the introduction of flavoured lattes.

 

Our Balanced Choice range offers a choice of savouries, wraps, sandwiches, salads, soups, porridge, fruit, yoghurt and drinks, which are all less than 400 calories and meet amber and green on the traffic light system for fat, saturated fat, salt and sugar. The range which was launched in 2014, now accounts for more than £100m of sales.

 

We have a strong pipeline of new product developments planned for the year ahead, strengthening traditional product areas and continuing to build our reputation in new growth areas.

Balanced Choice accounts for over 10% of sales'

Best customer experience

Making every day a great day for our customers

As well as offering great tasting great value food, Greggs is loved by customers because of our fast and friendly service.  Working in a Greggs shop is very demanding so we rely on our amazing teams to delivery fast, friendly service under pressure.  We continue to invest to simplify our processes and increase productivity to release time for service and have introduced a best practice programme that we call 'The Greggs Way'. 

 

Our award-winning loyalty scheme, Greggs Rewards had another successful year in 2017, surpassing the one million customer downloads milestone.  Customer data capture is now at a level that allows us to analyse behaviour, develop targeted marketing campaigns and is invaluable in helping our shop teams to deliver a great Greggs customer experience, every day.

 

Extended opening hours, particularly early in the morning and on Sundays, are meeting increased demand as our popularity for food-on-the-go grows. Investment in coffee machines, hot food ovens and new systems to free up more staff time are all contributing to our speed of service. 

 

Convenience is key when it comes to customer choice and, as the internet changes the way we shop and our food-on-the-go eating habits, we have been focusing on taking Greggs to where our customers want us to be.  In 2017, we accelerated shop growth, opening over 130 new shops, including 45 franchise shops focused on travel locations and reached a significant milestone as we celebrated opening our 200th franchise shop.  We extended our company-managed shop reach to new territory in Devon, in addition to opening further shops in Northern Ireland.  We also successfully developed a new Drive Thru format that will allow us to compete effectively in this type of location as we seek new sites.

 

 

80% of our shops open by 7am Monday to Friday.

Competitive supply chain

Providing the best value to our customers

In 2017, we made great progress in our £100 million supply chain investment programme to increase logistics capacity, consolidate our manufacturing operations into centres to improve product quality and support shop growth, allowing us to compete more effectively in the food-on-the-go market.

 

We completed the transfer of our operations in Edinburgh to our Glasgow bakery, which has been extended to a centre of excellence for Yum Yum production.  We also extended our Leeds bakery to create a centre of excellence for cake and muffin production.

 

2018 will be the peak year of investment in the programme, including the creation of our centre of excellence for doughnuts in our Gosforth Park bakery.  Overall, our expansion plans will create thousands of new roles in retail and distribution operations, but will result in fewer roles in manufacturing.

We're investing £100m into our supply chain.

First class support teams

A fully integrated approach to customer service

We have well-trained people providing great service to their colleagues and ultimately our customers, and are always looking to improve the way we do things by investing in first-class systems.

 

We have made further significant progress in the fourth year of our major process and systems investment programme.  We have successfully deployed our largest ever systems roll out, replacing traditional shop ordering with a new central forecasting and replenishment process and have already seen benefits in improved product availability for customers.

 

We successfully deployed pilots in both logistics and manufacturing which will be rolled out this year, alongside our supply chain investment programme.

We've introduced a new shop ordering system.