Greggs Expands Menu with New Chicken Roll Launch
Greggs, the popular high street bakery chain, is set to launch a chicken version of its famous sausage roll this week, marking it as a new permanent addition to its menu. The product, described as "seasoned chicken wrapped in layers of crisp, golden, glazed puff pastry," will be available from Thursday at a price of £1.35.
Pop-Up Event and Marketing Campaign
To celebrate the launch, Greggs is hosting a special pop-up event at 15 Bateman Street in London this Wednesday between 3:30 PM and 9:00 PM. The event, designed as a VHS store with a secret doorway, features roll-themed VHS tapes such as "Lord of the Rolls," "The Rollfather," and "The Devil Wears Pastry." Customers must arrive in groups of three, reflecting the trio of sausage roll products now available, with entry on a first-come, first-served basis. Free chicken-themed cocktails and mocktails will be distributed during the event.
Company Statement and Product Strategy
A Greggs spokeswoman commented, "They say the best things come in threes, and our iconic roll trilogy is no exception. We've given our 'new chick on the block' the ultimate A-list treatment to ensure it's a blockbuster hit with fans across the nation. We can't wait for our customers to experience the Chicken Roll as the ultimate headline act of our flaky franchise." This launch follows the success of Greggs' classic sausage roll and its vegan alternative, which have been popular among consumers.
Recent Business Developments and Financial Performance
In other news, Greggs has announced a trial of a new big breakfast wrap in 82 shops across Yorkshire, available before 11:00 AM. The wrap includes sausage, bacon, cheesy omelette, and a hash brown. Additionally, the company revealed plans last month to start selling pastry snacks from vending machines, exploring "unattended retail solutions" that could include automated and manual vending options, though no specific dates or locations have been disclosed.
Financially, Greggs reported a 17.9% drop in statutory pre-tax profits to £167.4 million for the year ending December 27, attributing this to a challenging market environment and unusually hot weather. Despite this, the company opened 121 net new stores in 2025 and aims for around 120 further openings this year. With 2,739 current locations, Greggs has a long-term goal of expanding to "significantly more than 3,000 UK shops."
Pricing and Consumer Response
Greggs has faced criticism over price increases in recent years, but the company stated last month that no further price rises are planned for this year. This move aims to maintain affordability for customers amidst economic pressures.
