We built this kingdom on a lot of 57p

Posted by Ewan on Nov 11th, 2009 in Around Britain, England | 0 comments

356,000 sausage rolls a day make Greggs a British success story.

Started by John Gregg yeast Delivery business, they first store opened in 1951 on Gosforth High Street (it’s still there!) but it wasn’t until 1984 when they floated the company on the Stock Market that it started to go national.

And of course the massive explosion of pastries and butteries on the High Street in the last two years. That’s going to continue with the announcement of 600 new stores in the UK during 2010. That will make them twice as big as Starbucks and even outnumber the golden arches of Ronald McDonald.

The secret of the success? How about cheap comfort food, a national brand, short menu… all the things that make fast food chains successful. Plus a pinch of sensible marketing, as Saatchi and Saatchi points out.

“…it’s called Greggs isn’t it – it’s a masculine sort of name."

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