More Than Just a Sausage Roll
Greggs isn’t just a bakery- it’s a huge part of British culture. From its humble beginnings in 1939, it has grown into one the UK’s most loved brands. This isn’t just about the cheap sausage rolls and pasties, Greggs has built a marketing strategy that maintains the customers loyalty and encourages repeat visits. So, what’s the secret to the famous Greggs? Let’s break it down:
Speaking the Language of the People
Greggs knows its audiences inside and out, it doesn’t try to be a fancy or exclusive place even when it was first becoming popular, Instead it keeps a fun, friendly and down to earth vibe amongst all stores. For example when Greggs launched its vegan sausage roll in 2019, they didn’t preach about plant-based eating, instead it joined the conversation responding with humour when piers morgan complained about it. Piers Morgan stated on twitter “Nobody was waiting for a vegan bloody sausage, you PC-tavaged clowns” and Greggs had the simple reply of “Oh hello piers, we’ve been expecting you”. This playful approach was a huge success as a well known marketing tip is to talk to your customers like real people, keep your tone natural and they’ll connect with your brand.
BBC News. (2019). “Greggs: How its vegan sausage roll stormed social media” Retrieved from [BBC News](https://www.bbc.co.uk/news)
Social Media Done it Right
Greggs doesn’t just post adverts, it creates moments that people want to share. The brand is quick witty and always ready to join trending conversations. For example, in 2019 Greggs flipped its logo backwards in the window of its Newcastle store. Why? So it would reflect correctly in the selfridges christmas display across the street, the clever stunt went viral and therefore earned free publicity. This creativity proved that social media isn’t about selling; it’s about storytelling and creating fun,shareable moments which people will remember. By making an impact on social media in a more creative way rather than the well known advert, it allows the brand to create a relationship with its customers and therefore making the brand more memorable.
Brilliant Brand Stunts
Greggs isn’t afraid of doing something unexpected, It created marketing students that surprised people and generated buzz. For example, The Greggs x Primark collaborations. A bakery launching a clothing line? Sounds ridiculous, I know but that’s why it worked! Gregg-branded hoodies and trainers sold out, proving that a bakery could become a fashion statement. This just proves that you have to be bold to make your brand successful, do out of the box things just like a bakery making a clothing line in order to grab attention.
The Guardian. (2022). “Greggs and Primark on a roll with second fashion collaboration.” Retrieved from [The Guardian](https://www.theguardian.com)
Keeping Up with the Times
Greggs has been around for over 80 years but it hasn’t stayed the same, it moves with the time. Greggs makes sure customers get what they need, whilst continuing to target their customers through using current trends. For example, Greggs now offers click-and-collect, delivery through just eats and a popular rewards app. These digital services make it easier for people to grab their food on the go.
By being a well known brand since 1939 and has continuously switched up its marketing techniques as well as completely changed the stereotypical brand’s reputation is a sign that it’s important to stay flexible. Technology and customer’s habits change over time, this means that businesses must keep renewing their ideas and switching up techniques if they want to stay popular and not get left behind.
Value Without Sacrificing Quality
Greggs is affordable, but it never feels ‘cheap’. It keeps prices low while maintaining a strong brand image. It maintains a strong brand image by doing things just like this: In 2022 Greggs opened a flagship shop in Leicester Square, London. The store looked sleek and modern, showing that even a budget friendly bakery can feel premium. Price doesn’t define your brand, your customer experiences does.
What Businesses Can Learn From Greggs
Greggs success isn’t just about selling food, it’s about smart marketing, a clear brand identity, and understanding its customers.
Takeaways for Your Business
- Be relatable – talk to your audience in a way that feels natural.
- Engage on social media – join conversations, don’t just sell.
- Be creative – try fun and unexpected marketing ideas, go outside the box
- Stay relevant – keep up with trends and unexpected marketing ideas
