From sausage rolls to salads: Behind the scenes at Greggs

Four years ago Greggs was struggling to win over customers but CEO Roger Whiteside has turned things around by shifting focus from bakery to food-on-the-go.

On joining Greggs in 2013, at a point when the brand was experiencing a sustained period of falling sales, CEO Roger Whiteside took the bold decision to switch up the core focus of the business.

Research he commissioned suggested that while customers once bought baked goods to take home and consume they now wanted something quick and easy to eat while out and about, as well as healthier alternatives.

It’s this insight that has reshaped the business and brought it back to life.

Marketing Week takes a behind-the-scenes look at the rejuvenated Greggs business and speaks to both Whiteside and newly-appointed customer director Hannah Squirrell at its Newcastle headquarters and factory.

READ MORE: On a roll – how Greggs’ CEO Roger Whiteside reignited the brand

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here