Greggs goes undercover at Foodies Festival to trial new menu
Food-on-the-go chain Greggs went undercover at this summer's Foodies Festival to trial its new menu on unsuspecting diners in the brand's biggest stunt yet.
A makeover saw the high street chain transformed into artisan delicatessen Gregory and Gregory, offering visitors samples of a feta and beetroot dip salad with a roast vegetable grain, an oriental chicken sticky rice salad and the brand's first ever vegan dish, a Mexican bean wrap.
Diners at the three-day event, attended by TV personalities and Michelin-starred chefs, were told after sampling the dishes that they were actually new additions to Greggs' menu.
One festivalgoer said: "You wouldn't normally find me in a Greggs, but I think what they've done with these new salads is brilliant. I'll certainly be popping in there for lunch in future."
Malcolm Copland, commercial director at Greggs, said: "London is a global gourmet destination, from its street food scene to the incredible array of critically acclaimed restaurants - so where better to try out our new lunchtime range. The reaction to the new menu has been fantastic and we're now rolling it out across the UK."
James Herring, managing partner at Taylor Herring, said: "Weeks of planning went into the stunt. As well as stall design, menu branding and overnight installation, it required seamless collaboration with Greggs' foodservice team. Even the delivery vans needed to be re-branded specially for the event, so we didn't give the game away. It's definitely one of the most ambitious projects we've delivered for the brand so far."
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