Opinion: What Greggs’ Success Teaches Young Entrepreneurs

Finito World

Few British brands are as universally recognised—or as widely loved—as Greggs. What began as a single bakery in Newcastle in 1939 has grown into a £2bn empire, evolving from a humble pastry shop into a*retail powerhouse. With record-breaking profits, menu innovation, and a shrewd expansion strategy, Greggs has not just survived the changing tides of retail—it has thrived. For young entrepreneurs looking for inspiration, the Greggs story is packed with lessons on adaptability, brand loyalty, and consumer insight.

A Legacy Built on Value and Accessibility

Greggs was founded by John Gregg, who delivered fresh eggs and yeast to local families by bicycle before setting up his first bakery. Over the decades, the company expanded across the UK, building a reputation for **affordable, high-quality baked goods**. While other retailers chased premium branding, Greggs carved out a unique space—**good food at great prices, served quickly and conveniently**.

The affordability factor remains crucial to its success. CEO Roisin Currie acknowledges that customers are still grappling with financial anxiety and cost-of-living pressures, meaning value remains at the heart of Greggs’ offering. “We know our customers are facing pressures, and we are committed to offering them great food at accessible prices,” she told the BBC. In short: the sausage roll stays, and so does the small change left in your pocket.

More Than Just a Sausage Roll: How Greggs Keeps Winning

Greggs’ bestselling item is still the sausage roll, but it knows that no one survives in business without evolving. These days, it’s hot food and pizza deals that are driving sales growth. Chicken goujons, potato wedges, and even evening meals have entered the menu, as Greggs looks to capture customers beyond the morning pastry rush.

But let’s be clear: Greggs is not going posh. Roisin Currie reassures us that Greggs will “absolutely not” abandon its core products. They’ve simply realised that Britons like choice, and they like it fast, tasty, and reasonably priced. The lesson? Know what makes you successful, but don’t be afraid to experiment.

Location, Location, Location: The Greggs Expansion Playbook

Once upon a time, Greggs was a High Street staple. But times have changed, and so has Greggs Today, nearly half of its stores are in non-traditional locations, including petrol stations, supermarkets, retail parks, and train stations. Why? Because that’s where we are.

This move has been nothing short of genius. It means Greggs is grabbing customers on the go, whether they’re fuelling up for a long drive or grabbing a late-night snack on the way home. Young entrepreneurs, take note: go to your customers—don’t wait for them to come to you.

The Digital Revolution: Greggs Gets Tech-Savvy

Greggs might have started as a family bakery, but it’s as tech-savvy as any Silicon Valley startup. One in five Greggs customers now uses its loyalty app, while sales from delivery platforms continue to grow. That’s right—Greggs is in your pocket now.

For entrepreneurs, this is a classic lesson in meeting modern consumer expectations. People expect convenience, and that includes their phone screens. The takeaway? Whatever business you’re in, make sure your digital game is strong.

Pricing, Profit, and the Cost of Doing Business

Even Greggs isn’t immune to rising costs. Higher employer National Insurance contributions and increased production expenses mean prices may rise—but only as a last resort. Greggs understands that its value perception is sacred.

This is a balancing act all entrepreneurs must master: when to absorb costs, when to raise prices, and how to keep customers loyal through it all. There’s an art to pricing—too high, and customers leave; too low, and margins shrink. Greggs, as ever, walks the line beautifully.

The Greggs Entrepreneurial Playbook

So, what can young business owners learn from Greggs?

1. Stick to what you’re good at—but evolve. Greggs is still Greggs, just with more choices and better locations.

2. Follow the customer. Petrol stations, transport hubs, delivery apps—Greggs knows where we are, and it meets us there.

3. Use digital tools to build loyalty. If a sausage roll shop can thrive on an app, so can your business.

4. Know your value—but watch your costs. Greggs is the master of affordable indulgence, and that’s why it thrives.

5. Growth comes from making smart bets. The shift to hot food, longer opening hours, and digital sales has set Greggs up for sustained success.

Final Thoughts: The Power of Simplicity

Greggs has cracked the holy grail of business success—it keeps things simple, listens to its customers, and adapts when needed. It’s a brand that understands what people want and delivers it without fuss, without pretension, and always with a smile.

If you’re looking for a business case study that’s more practical than theoretical, look no further than the humble sausage roll empire. It’s a masterclass in staying relevant, keeping costs down, and growing without losing your soul.