Sausage roll giant Greggs is aiming to build on its data-driven strategy by appointing the retailer’s first head of data and AI amid plans to “turn agentic AI from a big idea into something that delivers real value every day”.
The data and AI agenda is currently being led by former Pets at Home and Royal Mail chief data officer Robert Kent, who joined Greggs in April 2024. It is not known how he will fit into the new structure but Kent is also the founder of the AI Advisory Group, which helps organisations deliver value from their tech investments at scale.
Greggs started as a humble pushbike delivery service in Newcastle in 1939 before growing into the UK’s largest bakery chain with over 2,600 shops. In recent years, the retailer has expanded into drive-thrus, digital delivery partnerships, and smaller format shops, targeting over 3,500 total locations.
The retailer sells roughly 300 million sausage rolls single year, although it has expanded its range to include vegan rolls, pizza slices, steak bakes and sweet treats.
Before Kent stepped in to lead the data and AI function, Greggs did not have a dedicated executive role or department explicitly titled around a unified data and AI agenda. The company relied more broadly on general IT and business change structures before scaling up its modern data capabilities.
The retailer is now moving from basic AI experimentation to embedding data-driven automation across its entire operations; the strategy focuses heavily on moving toward production-ready, sustainable capabilities rather than standalone tech projects.
This has seen the firm deploy machine learning models across critical business funnels, including supply chain logistics optimisation, predictive weather and behavioural models for promotional deals, and Greggs Rewards loyalty app engagement.
Agency Drummond Central has handled Greggs’ main advertising account since 2019, while That Lot manages social media strategy and content.
In a LinkedIn post, resourcing manager Kate Rochester said: “We’re known for serving up favourites on the high street. Now we’re looking for someone to help serve up the next chapter of our AI journey.
She added: “Working closely with our IT and business change director, you’ll define our AI strategy, champion adoption across the business, and turn agentic AI from a big idea into something that delivers real value every day.
“This is a rare opportunity to build a transformative AI capability within one of the UK’s most recognisable brands and make a lasting impact across the organisation.”
Picture credit: @dirtyveganzine via Greggs’ Instagram
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