Located in Primark's flagship Birmingham Bullring store, a new cafe concept, 'Tasty by Greggs' has opened. It is the largest ever Greggs with 130 seats which just happens to be found within the world's biggest Primark.
The branch, which opened on Saturday, features lots of fun social media spots, including a doughnut-shaped swing, rustic coffee cart and a white phone box. Diners can order on the Greggs app to skip the queues, and there is a refillable water station for thirsty shoppers.
The branch also nods to Greggs’ long history, with a giant sign that says “Sausage rolls for your soul since 1939”, reminding us that this company has been going since the start of World War II.
It all started when John Gregg started delivering fresh eggs and yeast to the families of Newcastle by bike. After ten years, he swapped the bike for a bricks-and-mortar shop, Greggs of Gosforth.
Now, there are 1,950 Greggs branches in the UK, with 23,000 staff. Pastries and coffee are the main offering, with 2.5 million sausage rolls being produced every week. To keep with the times, the chain launched a vegan sausage roll, which is so popular it prompted an entire vegan menu from Greggs.
The decor in Tasty by Greggs has a more urban, street food-style feel than the other, more traditional restaurants. There are even colourful sugar strand doughnut seating booths and flying sausage rolls overhead.
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To boost hype even more, Greggs is launching a fashion collection, which will be available from February 19 at 60 Primark branches across the country.
Raymond Reynolds, business development director at Greggs, said “Our Tasty by Greggs cafe will be the first of its kind, and will offer an exciting Greggs experience, underpinned by the great products and service that’s already delivered across all of our shops.”
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