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Greggs tops food to go brand report

The return of people to work and schools in September helped to boost overall food to go sales, with 27% visiting foodservice operators for food to go products over the 12 week period.

Gregg’s has taken the lead as the “dominating brand” in the food to go sector (FTG) with a 10.7% share of occasions, according to the Lumina Intelligence UK Food To Go Market Report 2021. 

The report reveals Greggs has overtaken McDonald’s with a 1.3% increase in share of occasions in the 12 weeks to 28 November 2021.

The growth experienced by Gregg’s is reportedly due to the brand’s sausage rolls holding a 5% share of total FTG items purchased. However, burgers still had the highest share with 19.2%, followed by sandwiches with 11.3%.

Meanwhile, the return of people to work and schools in September helped to boost overall FTG sales, with 27% visiting foodservice operators for FTG products over the 12 week period. An increase in travelling and commuting is also a reason for the FTG uptake, accounting for 2% in the same period.

Additionally, coffee shops and cafes maintained the largest share of FTG occasions. This increased towards the end of October and November with proximity accounting for 37% of the reason customers choose a venue, increasing by 1%.

Lumina Intelligence said this is because consumers are “more likely to be out and about, looking for a convenient solution”.

Coffee and hot drinks also increased their share of drinks purchased. Coffee dominated drinks occasions, up 3% and accounting for over two-in-five purchases. Hot chocolate and tea have also benefited from the move towards hot drinks, increasing by 2% and 1%.

Lumina Intelligence said this increase in shares can be attributed to consumers returning to offices and working lifestyles, as well as the cooling weather creating “consumer appetite” for hot drinks.

Blonnie Whist, insight director at Lumina Intelligence said: “Consumers have been returning to the workplace, resulting in a buoyant period for operators as FTG accounts for more than one-in-four out of home occasions.

“With the spread of the Omicron variant of coronavirus gathering pace, restrictions are starting to get tighter, with the government recommending people work from home where possible. This is likely to cause a fall in FTG occasions.”

She added: “However, operators and retailers in more suburban, residential areas remain well placed to capitalise on the ‘food to go home’ trend and continue to drive footfall despite a less transient workforce.”

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