It’s not long before Birmingham will not only be known as the home of the world’s biggest Primark, as it will soon welcome the world’s biggest Greggs too. Yes, that’s right. The purveyors of sensational sausage rolls are bringing their largest branch yet to the city.
The high street favourites have come together to launch a unique concept, ‘Tasty by Greggs’, a 130-seater café complete with ‘doughnut inspired’ seating described as “Instagrammable”. The new café is located on the mezzanine level of Primark High Street in Birmingham (which has been boarded up for months) and will open on February 12 from 8am.
The news of this tasty collaboration comes as Primark and Greggs released a teaser campaign featuring mannequins in a number of stores wearing Vegan Sausage Rolls and Steak Bakes as part of window and in-store displays. Further clues to the new partnership featured Primark receipts discretely showing items from the Greggs menu.
Its arrival means that it will join Smokey Barbers, the Primark Beauty Studio and Disney Café as special features inside the fashion store. This isn’t the first time that Primark has collaborated with other brands, as last year saw the fashion store work with LEGOLAND Discovery Centre in creating the world’s smallest Primark out of LEGO.
Tasty by Greggs will be offering a menu that features customer favourites including sausage rolls, bakes, pizza, sweet treats, a range of freshly ground coffee, alongside hot food-to-go. Customers will also be able to make click + collect orders via the Greggs App.
The interior of Tasty by Greggs includes design features that deliver customers with the ultimate Greggs experience, from relaxing in doughnut-inspired seating areas, spotting flying Vegan Sausage Rolls, taking snaps for social media on a Sugar Strand Doughnut Swing or simply enjoying a shopping break in the Greggs picnic area. There will also be a refillable water station and a self-serve coffee cart where customers can skip the queues and enjoy a freshly brewed hot drink using contactless payment.
In addition to announcing Tasty by Greggs, the retail giants also revealed the release of a new 11-piece clothing range, which will go on sale in 60 Primark stores across the UK from February 19. The collaboration was announced in a teaser video which said: “One does tidy food. One does tidy fashion. Together we’re unstoppable. Because looking this good is tasty work for people with taste.”
Raymond Reynolds, business development director at Greggs said: “Greggs clothing is something our customers have continually asked for, so it’s great that together with Primark we can now make our first official range available across the UK – so that fans can quite literally show their love for Greggs on their sleeves. We’ve got some great pieces that we can’t wait to share. Our ‘Tasty by Greggs’ café will be the first of its kind, and will offer an exciting Greggs experience, underpinned by the great products and service that’s already delivered across all of our shops.”