Greggs tries loyalty to halt decline

Greggs is at last launching a loyalty scheme – first mooted more than a year ago – as part of plans to get pasty lovers back into its stores in the wake of declining sales.
The company has been researching the programme for months, quizzing Twitter followers about the sort of scheme they want. It has yet to reveal whether it will be a purchase stamp card or a digital based scheme.
Greggs already offers a ‘hot drinks collector card’, giving customers a free drink once they have bought seven coffees.
The company, which has more than UK 1,680 outlets, yesterday issued a profit warning, blaming “difficult” conditions on the high street. It said this was partly due to the colder than expected winter and spring, which it claims has kept customers away.
However, chief executive Roger Whiteside admitted that there is only so long that weather can be the factor, adding that there had been a notable “lull” in sales during the week before payday, as many consumers now wait until the end of the month to spend money in food-on-the-go outlets.
Revealing that same store sales had fallen by 4.4% in the 17 weeks to April 27, Greggs said the loyalty scheme should be in place by the summer.
As well as the loyalty card, the retailer said it will devise more instore promotions. The company’s breakfast deal of a bacon or sausage roll with a hot drink for £2 has triggered more trade before 9am – not traditionally a busy time for Greggs.