Is Greggs Overtaking McDonald’s With Its Diversified Menus & Increased Popularity?
Omar Malik
Image Credit: Greggs
Curious food lovers across Scotland have eagerly picked up the latest offerings from ever-popular bakery chain Greggs’ diversified 2024 menu.
As young Scots queued up to taste test new menu items such as the mayo chicken wrap and spicy crispy chicken burger, the sight was not too dissimilar to what is seen during TRNSMT weekend!
Traditionally, Greggs could never be perceived as a viable rival to fast food giant McDonald’s.
While sausage rolls and steak bakes could be considered national delicacies at this point, the chain’s golden pastries and sweet treats such as Yum Yums could seemingly never compete with the variety and widespread popularity of McDonald’s menu items.
Image Credit: by Matheus Bertellli on Pexel
From the implementation of grab-and-go meals to the diverse array of breakfast, dinner and dessert menu items - and of course the beloved prize-winning gimmick that is McDonald’s Monopoly - it’s really no wonder that McDonald’s has persisted for so many decades.
However, this year’s popular introductions to the Greggs menu present a direct rival to the McDonald’s appeal.
The bakery chain’s new chicken burger and wrap ranges can certainly be considered comparable to McDonald’s own iconic menu creations - with the prices of both chicken burgers being pretty much identical!
Although the chicken burger range is only being trialled in select locations within the North East of England currently, the menu revamp for this year is the chain’s most ambitious and expansive yet.
Image Credit: Greggs
Along with the introduction of menu items directly rivalling those sold at McDonald’s, Scotland’s cafés are likely cautious about Greggs’ acclaimed new cinnamon range.
While pizza restaurants ought to be slightly anxious about the sales boost that has come from the bakery chain’s comparable offerings.
The ubiquitous influence of McDonald’s both within Scotland - and globally - cannot be understated.
Image Credit: Pexels from Pixabay
With 97% of restaurant chain customers in the UK possessing awareness of the McDonald’s brand, there is no denying the continued popularity of the fast food giant.
But brand name alone is not necessarily indicative of relevance among younger people - especially as Gen Z doesn't tend to be swayed by brand loyalty.
Rather, with Greggs now being the UK's most popular dining brand by far, it is the bakery chain that has young Scots enamoured. Cost efficiency is key to how young people in Scotland spend their money.
Image Credit: ​Steve Buissinne from Pixabay
Thus, the prominent appearance of Scotland’s Greggs locations on the Too Good To Go app - which lessens waste while being inexpensive and environmentally friendly - will greatly contribute to younger people becoming more attracted to the bakery chain.
As Greggs has witnessed such a surge in popularity and sales this decade within Scotland and the rest of the UK, the bakery chain is now conducting trials in overseas markets; an effort which, if successful, will prove to increase the newfound rivalry with McDonald’s and its global customer base.
It’s only February and 2024 already seems to be the year that Greggs completely dominates Scotland’s dining spots!