Greggs Moment

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Challenge

To develop a new Greggs coffee shop concept to penetrate the growing coffee leisure market.

A concept where Greggs baking and value credentials could differentiate itself from the poor quality and expensive food offering in most branded coffee chains



Approach
Analysis of the coffee shop market revealed a more female, older, time rich and affluent customer base than Greggs City sandwich shops

Identified clear customer insight and drivers for success in a crowded market.

Research and early designs confirmed that Greggs could stretch into this market under a sub brand if value was maintained and NPD prevented any cross read to the Greggs stores.

Developed a unique cafe brand proposition and NPD strategy which fuelled the umbrella brand.

Developed a brand plan that identified the core brand pillars to operational success.

Provided Strategic and marketing communications guidance to a project manager leading the operation to launch.



Achievement​​​

• First Greggs Moment site opened 2011 is trading profitably and now on target for EBITDA forecast and ROI.

• Roll out of further 10 sites in 2012/13. 

• 2013 has seen a few core Greggs Moments brand elements channelled into a 400 Greggs suburban bakery refurbishment programme to increase footfall, through improved speed of serve, seating and coffee and overall guest experience.