Leading BB75 retailer Greggs is believed to be targeting its coffee shop format Greggs Moment at the Midlands.

According to reports from British Baker’s sister title M&C Report, the high street bakery retailer has secured a site in Birmingham for its Greggs Moment business, with plans to look at further opportunities in the region in the coming months.

The company is now operating five outlets under the Greggs Moment concept in locations such as Staines, Stevenage, Middlesbrough and two sites in Newcastle.

Tony Rowson, former regional operations director at Whitbread-owned Costa Coffee, was appointed as its new head of coffee last September to help ramp up the development of the format.

Greggs Moment forms part of the company’s portfolio, alongside its existing high street food-to-go business, in addition to its Greggs the Bakers traditional-style bakery shop concept.

The company is now headed up by Roger Whiteside, former head of Punch Taverns, due to take up the role this month. This follows news that Ken McMeikan had decided to leave his position at Greggs and join foodservice firm Brakes as chief executive.

Greggs is expected to take the number one spot in British Baker’s BB75 list of the UKs top bakery retailers, based on store count, which will be revealed at a special invite-only lunch in London on 27 February.