Sainsbury's has become the latest supermarket chain to partner with QSR bakery chain Greggs, with a new concession store opening at the supermarket chain's Biggleswade petrol station in May.
It follows a collaboration between supermarket rival Tesco and Greggs which has seen over 25 stores now featuring Greggs cafes and concessions on site. Alongside its growth in supermarket locations, Greggs has steadily been growing its partnership with high street retail chain Primark, having announced four new locations this spring following the successful opening of Tasty by Greggs cafes in flagship Primarks in Birmingham and London's Oxford Street.
The new Sainsbury's concession will allow customers to purchase from Greggs' freshly prepared baked goods menu which includes their popular sausage roll and pastry bakes, whilst also shopping the supermarket chain's convenience range.
Plans are already underway for further concessions within Sainsbury's stores, with Greggs property director Tony Rowson commenting: "Our opening at Biggleswade will be our first with Sainsbury's as we expand and diversify our retail estate as part of our ambitious property strategy.
"The opening will allow us to provide Greggs' favourites to even more customers, in a format that complements Sainsbury's existing petrol station offer."
"We've launched this new concept as part of our ongoing plan to transform our takeaway food offer with top brands – bringing even more innovative and delicious food and drink to our customers," said Rhian Bartlett, Food Commercial Director at Sainsbury's.
A QSR bakery chain offering value food options on the high street, Greggs has shown strong growth over the past few years as consumers look for more affordable choices in the economic downturn. Last month, the chain announced that it expects further growth this year, predicting a 10% rise in profits. Greggs has continued to develop its range in reaction to growing demand, including new products such as chicken goujons and its vegan Mexican chicken-free bake.
Read our article from April 2023 covering the expansion of Greggs' collaboration with Primark here.