Greggs Sets the Stage for Fast-Food Rivalry with Bold Burger Launch

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In a dramatic pivot aimed at capturing market share from fast-food heavyweights, UK bakery giant Greggs has unveiled a bold menu revamp, introducing its first-ever made-to-order burgers and wraps.

The move marks a significant shift from its traditional lineup of steak bakes and sausage rolls, signaling the company’s intent to diversify its offerings and compete head-on with the likes of McDonald’s and KFC.

A Fresh Take on Value Meals

At the heart of the new menu are two standout items: a BBQ crispy chicken burger, priced at £4, and a southern fried chicken goujon wrap, available for £3.80.

Both items will be part of Greggs’ “Hot Sandwich Deal” – a value meal that pairs any hot sandwich with a side of wedges, a salad, or an additional side, along with a drink for just £4.95. This strategic pricing is designed to appeal to consumers seeking quality, affordability, and convenience.

Rolling Out Nationwide

Set to debut on February 6, 2025, the new items will initially be available in 150 stores, with plans to double that figure to 300 locations by spring.

This rapid rollout is part of Greggs’ wider expansion strategy, which has seen the chain recording sales exceeding £2 billion in recent figures.

With a robust presence already established across the UK, the company is not only refreshing its menu but also planning significant store growth and supply chain investments in the coming months.

Competing with the Fast-Food Elite

Greggs’ foray into the burger and wrap market represents a direct challenge to established fast-food brands.

As competitors like McDonald’s and KFC continue to dominate the quick-service segment, Greggs aims to leverage its reputation for quality and affordability to win over a broader audience. The introduction of these new items is expected to attract customers who might typically opt for a burger from a fast-food outlet, thereby expanding Greggs’ customer base.

Innovation Beyond the Bakery Counter

This menu update is not an isolated move but part of a broader strategy to innovate and grow.

Alongside the new burgers and wraps, Greggs is set to reintroduce some of its fan-favourite items, including the Katsu Chicken Bake and Cherry Bakewell Muffin, as well as revamping its cinnamon drinks range.

The comprehensive approach signals a commitment to continuously adapt to changing consumer tastes and market conditions.

With its ambitious menu shake-up and aggressive expansion plans, Greggs is poised to not only reinforce its dominant position on the high street but also carve out a larger slice of the fast-food market.

As the new items hit the shelves this February, industry watchers and consumers alike will be keen to see if this innovative move can successfully tilt the balance in favor of the bakery turned fast-food contender.

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