Blog: Greggs’ balancing act

Catherine Sleep | 14 March 2006

They say you can’t please all of the people all of the time, but snack and sandwich maker Greggs is having a bash. How to convince health conscious customers to come to Greggs without alienating the chain’s core pasty and pie buyers?

Managing director Sir Michael Darrington offers industry onlookers a delicately worded masterclass: “Our products are really fresh and very wholesome and that to me is healthy," he begins.

So far, so straightforward. But then comes the masterstroke. Darrington goes on to concede that he’s not averse to a sausage roll or two. "My wife occasionally complains about my waistline, but it's not that bad".

Something for everyone, and all of it acceptable. McDonald’s could take a trick out of his book.

Walking the tightrope




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