eth Kweeday really loves Greggs. The 23-year-old tattoo apprentice from Liverpool is such a fan of the high street baker that she got a tattoo of its signature sausage roll in branded packaging on her calf last November as an eternal reminder of the shop she visits more than five times per week. <\/span><\/p>\n<\/p>\nBut what is it about Greggs that made her want to commemorate their produce on her body? \u201cI really like beige food, so it\u2019s pretty much a dream for me. And I like that it\u2019s dead cheap as well.\u201d<\/p>\n
Kweeday starts her mornings with a Greggs vegan sausage roll, sometimes popping back in for a cheese pickle sandwich for lunch, and if she\u2019s feeling peckish in the afternoon she might return for a chocolate muffin.<\/p>\n
Surprisingly, Kweeday\u2019s fierce love for the high street stalwart is not unique. She is one of many Greggs superfans happy to wear their passion for the chain loudly and proudly.<\/p>\n
The retailer is now hoping that super fans and casual customers alike will snap up official branded merchandise as part of a high-profile collaboration with budget clothing shop Primark, which was announced this week.<\/p>\n
But fans have been finding their own ways to honour Greggs for some time. Independent sellers peddle pregnancy t-shirts with a Preggs logo, earrings painstakingly crafted to resemble Greggs pastries, Greggs-printed leggings, and any number of greetings cards, which typically convey how much the sender prefers Greggs to their recipient.<\/p>\n
Leah Bernard, 19, who runs Etsy shop Bernard Bits, sells earrings resembling Greggs sausage rolls in branded bags. A prototype she posted on TikTok went viral, securing 1.6 million views. They\u2019re now one of the most popular items she sells, especially among the LGBT community. \u201cI often get messages saying \u2018this is a gift to my friend who\u2019s obsessed with Greggs\u2019,\u201d she said.<\/p>\n
She thinks Greggs\u2019 popularity is down to its heritage as a \u201ctypical British caff\u201d. \u201cIf you spoke to someone not from the UK, that\u2019s the first thing you\u2019d mention. Nowhere else has it.\u201d<\/p>\n
Pasty, a drag queen based in London, whose Greggs-inspired burlesque routine \u2013 in which she bursts out of a branded paper bag in a sausage roll costume \u2013 launched her performing career, agrees that the chain\u2019s appeal stems from tapping into British culture.<\/p>\n
Her Greggs routine went viral on TikTok, receiving plaudits from Kylie Minogue and Years and Years, with many commenters praising it as exemplary \u201cBritish drag\u201d, a self-deprecating, comedy-driven subversion of its glamorous American counterpart. \u201cIt\u2019s funny and absurd. Someone said, \u2018try explaining this to anyone who\u2019s not British\u2019. I don\u2019t think anyone outside of the UK would understand Greggs hype.\u201d<\/p>\n
It\u2019s perhaps this match of UK food culture with the down-to-earth, irreverent tone that is a hallmark of British humour that Greggs fans find so compelling.<\/p>\n
Tamsin McLaren, who runs Bath University\u2019s prestigious marketing degree, said that Greggs\u2019 \u201ctireless pursuit of understanding their customer\u201d has made it an iconic brand. \u201cGreggs honest and inclusive tone of voice chimes with many who are bored by false promises and inflated prices of premium brands,\u201d she said.<\/p>\n
The partnership with Primark is a natural continuation. The fact that they are \u201cbehaving like premium or luxury brands\u201d, for instance by launching the clothing collection at an exclusive pop-up in Soho, \u201cenhances Greggs\u2019 image as a brand with humour and not afraid to be self-deprecating via irony\u201d, she said.<\/p>\n
The brand\u2019s success at a difficult time for the UK high street is testament to the strength of this approach. While there were several high profile high street closures during the pandemic, Greggs plans to double the size of the business and expand from 2,115 to 3,000 sites in the near future.<\/p>\n
Greggs\u2019 chief executive, Roger Whitehouse, has said the secret lies in their savvy marketing and openness to new trends – exemplified by the brand\u2019s carefully timed introduction of a vegan sausage roll. Greggs super fans agree.<\/p>\n
\u201cThey really go with the times. When my [show] was happening, they shared the clip on social media. I\u2019m a drag queen and not many brands would do that,\u201d said Pasty.<\/p>\n
Greggs\u2019s appeal is as much rooted in familiarity as it is in novelty, she says. \u201cFor everyone in the UK, if you\u2019re in town and you need something quick you get a sausage roll for a quid from Greggs. It\u2019s cheap, easy food and a staple of everyone\u2019s memory.\u201d<\/p>\n
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