Philip Watts creates new Greggs concept

Greggs The Bakery
Greggs The Bakery rolling pin and chopping board frieze

Philip Watts Design has created a new concept store for Greggs called Greggs The Bakery, which will look to emphasise the brand’s ‘baking credentials’.

The consultancy was appointed a year ago to work on two concepts for Greggs – the other, Gregg Moments, is a coffee shop concept which opened last year.

For Greggs The Bakery, which has opened at a site in Gosforth near Newcastle, consultancy founder Philip Watts says he looked to ‘reinforce Greggs bakery credentials in terms of what the public might perceive a bakers to be.’

Greggs The Bakery

The store, which is located in what was the first-ever Greggs shop which opened in 1951, has been reconfigured around ‘central shopping features,’ says Watts, ‘so it is less about grabbing a sandwich and more about product focus’.

This focuses on a long display counter and a central island unit to show confectionary lines and encourage browsing.

Fresh bread and traditional confectionary are displayed around the shop, which features oak and Corian extensively.

Greggs The Bakery
Greggs The Bakery’s design features antiquaries referencing the shops beginnings

Front panels of fridges feature friezes of chopping boards under the deli-style sandwich counter, and rolling pins beneath the cakes, ‘to create a dialogue with what’s going on above,’ says Watts.

Antiquities have been added, including a baker’s delivery bike and a traditional set of weighing scales to reference the beginnings of the business.

Greggs The Bakery's design features antiquaries referencing the shops beginnings

Baking equipment in view of the customer has been colour matched with fittings to give an ‘aesthetic and functional’ harmony according to Watts who wants to place the customer ‘in the eye of the storm’.

Greggs The Bakery

Greggs The Bakery’s brand has been designed by Gratterpalm and according to Watts further sites are likely to be considered as part of an extended pilot scheme.

Greggs chief executive Ken McMeikan was reported as saying that ‘potentially hundreds of shops’ can take on the new Greggs The bakery format.

Hide Comments (5)Show Comments (5)
  • Matt Penrose November 30, -0001 at 12:00 am

    This goes to show how London-centric Design Week is – this was news about 2 weeks ago!!

  • Peter Rossi November 30, -0001 at 12:00 am

    Heavens… what are you doing?!! Please study Greggs new shopfit at Newton Mearns, Glasgow.
    The tone, there, is finally just right for the brand, still retaining the original bakery values, without being over pretentious. Ken is losing the plot with this Philips Watt design.

  • Andy McNabb November 30, -0001 at 12:00 am

    The shop is in Newcastle in the NE not London

  • Richard Hughes November 30, -0001 at 12:00 am

    I think it’s great that Greggs are considering an image overhaul like this. I certainly don’t find it pretentious. I think if anything, Greggs sometimes suffers a bit of a reputation for being a bit ‘cheap and nasty’ and all that this design is doing is attempting to move away from that. It is certainly a lot more engaging for the customer. There are a number of shop fitting companies who can overhaul your shop’s design such as

    I think if you own a shop that is suffering from a bit of a negative image problem you should certainly consider it. If the theme of your premises is more engaging to the customer, you’re more likely to get repeat custom.

  • michelle neil November 30, -0001 at 12:00 am

    greggs are coping other companies- check out Parsons Bakery in the South West but their products are premium – yum

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