Greggs has admitted that all the publicity around its vegan-friendly sausage roll has done wonders for business, with customers splashing out on other savoury lines it offers after visiting its stores.
The bakery chain, which operates 1,950 branches, said the media storm around the vegan menu item had led to it making an “exceptionally strong” start to 2019.
In the seven weeks to 16 February 2019, total sales grew by 14% versus 6% last year, while like-for-like sales in company-managed shops increased 10% compared with 3% a year ago.
As a result of the demand for vegan-friendly sausage rolls, customer transaction numbers have increased, with additional sales mainly comprising savoury products such as the vegan-friendly sausage roll and our other iconic sausage rolls and bakes.
The rate of growth has eased slightly in February but the strength of trading is likely to have a material impact on the first half result for 2019, particularly as comparative sales growth for 2018 was weak due to the extreme weather, the company stated.
Overall the Greggs board now anticipates that 2019 full-year underlying profit before tax (excluding exceptional charges) is likely to be ahead of its previous expectations.