Marketing strategies of the U.K.’s largest food brand

Managing a brand that has more shops than McDonalds, Costa or Subway involves many different marketing disciplines from concentrating on customer feedback to managing new product and brand launches. In an interview in Marketing Week, CEO of bakery chain Greggs, Ken McMeikan, gives a lot of insight behind the development of the brand. The article describes his first customer feedback initiative when he first started in 2008. ‘He decided to write to the 20,000 customers it had on file to ask what they thought of the brand. He got an impressive 11,000 letters back - not bad for a retailer famous for sausage rolls.” One recent brand strategy is to develop an additional upmarket range of shops called ‘Moment’ with a more sophisticated product range, encouraging customers to sit down and eat. This move allowed access to another growing food sector – coffee sales. Read more about Greggs marketing success at http://www.marketingweek.co.uk/trends/greggs-finds-ingredient-for-growth-on-facebook/4000357.article