Why Greggs is on a (vegan) roll

Brian Carruthers

Looks at how UK bakery chain Greggs has reinvented itself as major player in the food-on-the-go sector.

Today the Greggs bakery chain can seem ubiquitous on the streets of British towns and cities, and few in the country can have missed the early 2019 media sensation that was the vegan sausage roll. The brand has come a long way since 2013 when Roger Whiteside took over as CEO of the Newcastle-based bakery chain, a time when analysts were using words like “lacklustre” to describe it.

At the Festival of Marketing (London, October 2019), Whiteside outlined how the business had evolved from a straightforward bakery chain selling bread and cake into one that also served customers baked foods...

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