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Greggs sees Christmas sales surge as revamped menu is a hit with customers

Greggs grew its own shop like-for-like sales by 8.2% in the five weeks to 3 January as customers responded well to the bakery chain’s improved range of products and its focus on the ‘food-on-the go’ customer.

GENERAL MERCHANDISE

Greggs sees Christmas sales surge as revamped menu is a hit with customers

Greggs grew its own shop like-for-like sales by 8.2% in the five weeks to 3 January as customers responded well to the bakery chain’s improved range of products and its focus on the ‘food-on-the go’ customer.

In the fourth quarter, like-for-like sales rose by 6%.

Greggs said its 'food-on-the-go' product range had seen growth in sales of sandwiches, sausage rolls and coffee over the Christmas period. Customers also responded well to the "Balanced Choice" range of products, which have fewer than 400 calories, and to new products such as fresh soups and a steak and cheese roll.

Roger Whiteside, Greggs chief executive, said: "Since our last update on 15 December we have experienced a very strong level of trade through the Christmas and New Year period. Customers have clearly responded to the improvements in our product offer and service, designed to meet the needs of the food-on-the-go consumer, during this busy period.”

In the 53 weeks ended 3 January 2015, the bakery chain’s total sales climbed by 5.5% including the impact of the additional trading week. Like-for-like sales increased by 4.5%. 

During the year, Greggs opened 50 new shops, including 20 franchised units, and increased the number of store closures to 71 to take the total number of shops trading to 1,650 at 3 January 2015. Greggs now has 45 franchised shops operating in travel and other convenience locations and regards this as a route to further growth.

Whiteside added: "This has been a year in which we have made good progress with our strategic plans and seen a welcome improvement in financial performance. We remain clear on our priorities and are confident that we can make further progress in the year ahead."

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