“Greggs Moment”, which boasts a “modern, contemporary environment”, has opened in Newcastle to mark 60 years since the first outlet opened in the city.
Unlike in Greggs, customers will be allowed to choose their own sandwich fillings.
Focaccias, paninis and wraps will be offered as will a range of “gourmet square pies” such as “steak and cheesy mash” and “chicken and stuffing pie”.
Breakfast – including mini pastries, porridge, yoghurt and fruit – will be served from 7.
Greggs chief executive Ken McMeikan says the Moments sub-brand is “an opportunity” for Greggs to break into the growing coffee shop market. He adds that the trial shop will allow it to “learn and listen”.
The food chain, the biggest in the UK by store numbers, recently reported sales growth slowed in the first half. Sales of items such as sausage rolls and pasties grew 0.4% in the 26 weeks to 2 July, down from 0.8% in the first 18 weeks of 2011.