Greggs, the beloved UK bakery chain, is reaping the rewards of innovative menu expansions as evidenced by a recent 2.9% rise in sales during the first 20 weeks of 2025. This growth marks an improvement from the earlier nine weeks' modest 1.7% increase, highlighting the brand's successful pivot to trending items. A significant contributor to this surge has been the recent introduction of mac and cheese—a dish that has captured consumers' hearts and tastebuds and subsequently gone viral, particularly on TikTok.
Launched early this year, the mac and cheese has sparked a frenzy amongst customers, with a £4.55 box reported as a standout favourite. Under CEO Roisin Currie's guidance, the company stresses innovation as a key driver of modern success. "We launched mac and cheese earlier this year and our customers are loving it," Currie remarked, highlighting the positive reception and engagement that the dish has generated.
The dish's popularity was amplified by social media, notably influenced by food culture stars like Carmie Sellitto, whose enthusiastic TikTok review accrued over 1.5 million views. In his video, watching him delight in the dish’s creamy texture and rich flavour, he exclaimed, "Wow! I actually ate this so quickly I couldn't take a second to breathe, I was so excited!" Greggs itself participated in the online excitement, sharing a promotional video that has attracted over three million views. This viral marketing has not only driven footfall to stores but has also positioned Greggs as a brand in tune with contemporary food trends.
The mac and cheese, which features a blend of Cheddar and Red Leicester cheeses topped with crunchy ciabatta breadcrumbs, is baked fresh daily, enriching the authentic experience that loyal fans have come to expect. Its introduction followed successful trials in ten Greater Manchester locations and subsequently extended to 300 shops earlier this year. According to reports, these new offerings aim to provide consumers with greater variety and indulge the increasing demand for comforting food on the go.
Interestingly, despite the overall positive sentiment, some market analysts urge caution. They note that this growth may partly depend on favourable weather and more foot traffic in urban shopping areas, amidst economic challenges like soaring inflation and rising employee costs. This caution comes even as Greggs’ stock surged by nearly 9%, reaching its highest value since February, reflecting analysts’ mixed feelings about the sustainability of current sales improvements.
Further complementing its new offerings, Greggs has also cleverly designed meal deals, enabling customers to pair the mac and cheese with drinks for just £5.75. This strategy not only retains customer interest but also encourages higher spend per visit, an essential measure for restaurants amid increasing competition.
In all, Greggs’ strategic introduction of the mac and cheese item appears to have far-reaching implications for the brand. The company is not merely responding to trends; it is actively shaping its identity as a forward-thinking fast food destination that stays relevant with consumer demands. As they continue their rollout plans to eventually make the mac and cheese available in over 1,750 shops by late July, one thing is certain: Greggs is not just baking bread—it's crafting compelling culinary stories that resonate with the public.
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Source: Noah Wire Services