1. March 2022 | News, Retail Marketing, Shopping Today

The world’s largest Greggs meets the world’s largest Primark with Tasty by Greggs’ unique café to open in Birmingham

UK high street icons Greggs and Primark have announced a first-of-its-kind collaboration, that is sure to excite fans across the nation.

Following several teasers this weekend, and with anticipation at fever pitch, fans took to social media to speculate about what is to come from a collaboration between two of Britain’s most loved brands.

In a hint to the partnership, fashion mannequins at a number of Primark stores were mysteriously spotted with Vegan Sausage Rolls and Steak Bakes as part of window and in-store displays. At the same time, a Primark receipt discretely showing items from the Greggs menu also appeared across Primark’s social media channels shared simply with an inquisitive emoji.

Confirming the rumours, this morning both brands announced the new partnership in a video shared across their social media channels, revealing a new clothing range and ‘Tasty by Greggs’ unique café experience.

As part of the collaboration, the world’s largest Primark will now play host to the world’s largest Greggs, with the launch of a unique concept – ‘Tasty by Greggs’. The 130-seater café will open its doors in Primark’s Birmingham store on Saturday 12th February at 8.00am offering a menu that features customer favourites including sausage rolls, bakes, pizza, sweet treats, a range of freshly ground coffee, alongside hot food-to-go. Customers will also be able to make click + collect orders via the Greggs App.

Inside includes a range of design features that deliver customers with the ultimate Greggs experience, from relaxing in doughnut inspired seating areas, spotting flying Vegan Sausage Rolls, taking snaps for social media on a Sugar Strand Doughnut Swing or simply enjoying a shopping break in the Greggs picnic area. There will also be a refillable water station and a self-serve coffee cart offering customers the chance to skip the queues and enjoy a freshly brewed hot drink using contactless payment.

The new ‘Tasty by Greggs’ café takes over the mezzanine level and is the latest experience to open within Primark’s flagship store, which alongside its extensive fashion and homeware ranges also includes Smokey Barbers, the Primark Beauty Studio and Disney Café.

For those who can’t get to Birmingham there’s still a chance to get a piece of the action as Greggs and Primark will also be launching a limited-edition, 11-piece clothing collection available in 60 Primark stores across the UK. More details of what will be included in the range will be shared leading up to the launch date.

The exclusive range, which is the latest in a long line of iconic collaborations for Primark, will be a first for Greggs in its 83-year history as it finally puts its name officially to clothing and accessories.

Raymond Reynolds, Business Development Director at Greggs said: “Greggs clothing is something our customers have continually asked for, so it’s great that together with Primark we can now make our first official range available across the UK – so that fans can quite literally show their love for Greggs on their sleeves. We’ve got some great pieces that we can’t wait to share. “Our ‘Tasty by Greggs’ café 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.”

Tim Kelly, Director of New Business Development at Primark added: “We want to give our customers incredible experiences in our stores and offer collections they can’t find anywhere else, with brands we know they love. We’re thrilled to have teamed up with Greggs to bring the Tasty Café to our Birmingham store and give fans of the brand the chance to get their hands on the limited-edition clothing range.”

Source: Primark

Tags: brand experience, brand presentation, click&collect, fashion retail, gastronomy, shopdesign
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