Greggs eyes loyalty scheme

Greggs is mulling the launch of its first loyalty scheme as it looks to nab customers from food and drink outlet rivals such as Costa and Subway.

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Plans for the scheme are being developed with a possible launch before the end of 2012. The traditional card, stamped after each purchase, is being considered as are options incorporating digital technology.

Greggs CEO Ken McMeikan, says the 1,600-strong chain says that it is evaluating “what would be right for our customers in terms of the shopping experience they have with Greggs”. He adds that no final decisions have been made yet about the type of initiative to be introduced.

The chain is looking to expand its estate following a period of growth that has seen it post recession-beating sales and profit gains.

It launched its first coffee shop “Greggs Moment” last year in Newcastle last year ahead of a possible wider rollout. A partnership with Moto was agreed last year to open motorway service station stores and plans have been outlined to expand into university campuses and football grounds.

Same store sales increased 5.1% in the five weeks to 7 January, which keeps it on track to post growth of more than 5% for 2011.

On marketing strategy, McMeikan says it will continue with smaller scale, targeted ads rather than “the big investment in brand building”.

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