Greggs focuses on bakery in third store format

Greggs, the BB75 leading bakery chain, has launched its take on a local bakery a new third-style retail format for the company.

The unit, called Greggs The Bakery, has opened just doors down from the company's very first shop in Gosforth, Newcastle, which opened in 1951, and features a different product mix from the standard Greggs stores and Greggs Moment coffee shops.

In an exclusive interview last year with Greggs' chief executive Ken McMeikan, British Baker revealed that the retailer was looking at a third shop format.

The new store has 75 new products on offer, including chocolate and orange scones, cheesecake and giant cupcakes and has a more 'artisan'-styling for the shop, including blackboards, wicker and improved displays.

Speaking at the opening, McMeikan said: "We are excited to launch our latest concept shop that showcases Greggs' bakery credentials, and gives customers a traditional bakery shopping experience. Fittingly, we have chosen a location close to the site of first-ever Greggs shop, and we hope our customers love it."

The shop will also sell a new 'made to order' sandwich and pizza range, as well as savouries, sandwiches and hot drinks from the existing Greggs range.

Greggs said the concept bakery shop was developed after customer research highlighted a desire for a different style of bakery shop which gives customers "a more traditional bakers' shop experience".

Meanwhile, the circa 1,600-strong high street bakery and café operator, has opened its first Moment coffee shop in the south of England, in Stevenage. The group opened the third Moment site in the Hertfordshire town's Queensway scheme.

And the company is also utilising the power of social media to look into the possibility of introducing a loyalty scheme. The group has issued an appeal for information on its Facebook page, which has in the region of 477,000 followers. At the moment it is thought Greggs is looking at a card-based system similar to those used in Tesco, Costa and Caffè Nero.

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