Greggs might be best known for its pies and sausage rolls, but it regards the roll-out of new healthier menu items as a key part of its growth strategy. And in a bid to show that the quality of its offering can cut it with the best, the chain recently went undercover at a major UK food festival to fool visitors into thinking they were tucking into gourmet food.
The company set up a stall at the Syon Park festival in West London under the name ‘Gregory & Gregory’ and spent the day serving food from its new range of healthy foods.
The dishes drew compliments and praise from punters, before it was revealed to them that what they were eating was made by Greggs.
Greggs captured the whole stunt on video, including the reactions of visitors as they were let in on secret. Its video of the set-up can be viewed below.
Malcolm Copland, commercial director at Greggs, commented: “London is a global gourmet destination, from its street food scene to the incredible array of critically acclaimed restaurants – so where better to try out our new lunchtime range. The reaction to the new menu has been fantastic and we’re now rolling it out across the UK.”
As reported by FEJ earlier this month, Greggs is leaning on kitchen innovation to drive further growth in its business after seeing rising demand for both hot food and healthier menu choices.
The 1,900-strong chain recently launched two new salads for the summer – feta and beetroot dip with grains and lemon and herb chicken with roasted vegetables and grains.
A range of new snack pots have been added to the menu and it has also launched its first ‘Balanced Choice’ sweet option, a Belgian chocolate pot.