At a glance
Greggs has transformed itself from a take-home bakery chain to a major player in the burgeoning eat-on-the-go market in the UK. That has involved major changes at both the back end of the business and the front end, where its expanded product offer has had to balance attracting new customers with retaining existing ones.
Why it matters
Greggs reinvention is an example of the need for hard-headed, clear thinking before difficult times turn into a crisis. By focusing on one business area and ensuring it gets the execution right, it has overtaken some bigger names in the category.
- Declining profit and sales can be a stimulus for change – but don’t leave it too late.
- An authentic product offer can inspire a brand re-appraisal and reach a whole new audience.
- Delivery and click & collect are set to disrupt the food-on-the-go sector.