Insight Flash: British Bakery Chain Greggs Ponders Expansion

Greggs, a British bakery chain with ~2,400 sites across the UK, is considering deepening its presence in Cornwall and South West England. CEO Roisin Currie spoke to the media recently, where she noted that there is more scope to open sites in the south of England given the company’s historic skew towards the north. The company has a long-term store target of 3,000.

Leveraging Consumer Edge’s UK transaction data, we can analyze Greggs’ regional split in terms of spend. CE data reveals a lower concentration of spend in the south relative to the north. Greggs’ top three regions in terms of spend (as a proportion of total UK spend) are North West England, Scotland and North East England. South West England is the region with the lowest proportion of spend. 

Consumer Edge’s transaction data also allows for an assessment of the competitive landscape. Indeed, the chart below shows the percentage of Greggs shoppers cross-shopping at other brands. The data suggests that the most popular cross-shop brands for the typical Greggs shopper are Costa Coffee, Starbucks and Wetherspoons.

It is interesting to note that average spend per unique shopper for these competitor brands, and Greggs, has steadily increased over the past 12 months in South West England. Greggs, which prides itself on its value proposition, has the lowest average spend of all the brands listed.

If you’d like to benefit from using our data year-round to track trends and dynamics like these, reach out to

Michael Gunther is the VP Head of Insights for the CEIC. Explore more of his insights here and follow him on LinkedIn.