For over 80 years, Greggs has been a beloved name in British culture, serving fresh pastries, sandwiches and hot beverages across the UK. As consumer expectations evolved, so did Greggs—transforming into a modern, innovative brand committed to efficiency, customer engagement and digital transformation.
With over 2,000 locations nationwide, Greggs sought a dynamic digital signage solution to enhance its in-store experience, streamline operations and drive sales. The goal was to replace static printed materials with engaging digital displays, improve upselling opportunities and tailor content to different locations, opening hours and product availability.
We worked with Greggs to deploy a nationwide digital signage transformation across its extensive store portfolio, including its Tasty by Greggs outlets in Primark locations.
Challenges
With outlets spanning high streets, motorway services, airports and shopping centers, Greggs operates a highly diverse and complex retail estate. Each location has unique requirements, including different product offerings, pricing structures and operational hours.
This meant the digital signage system needed to be adaptable, ensuring content could be customised based on location-specific factors while maintaining brand consistency across all stores.
Solution
Each outlet received a tailored digital signage transformation, incorporating a mix of NEC and Phillips LED screens in portrait formats, till screens, high-brightness window displays and interactive menu boards. These displays focus on new product launches, seasonal promotions, meal deals and upselling opportunities, ensuring customers receive relevant, engaging content.
The day-parted content strategy allows Greggs to schedule targeted promotions at optimal times, while localised messaging ensures that each outlet displays the right product mix for its customer base.
All content is centrally managed by a dedicated team at ZetaDisplay UK in collaboration with a creative agency producing pure animation and static menu designs. Unlike templated solutions, Greggs’ digital content is fully customised, with dynamic menus running alongside promotional sequences.
The customer journey is strategically designed, with content sequences running in a loop—two digital menus displaying alongside three promotions, followed by a 10-12 second full-screen takeover before returning to the original sequence. This structure drives upselling and cross-selling, encouraging customers to pair drinks, snacks, or meal deals with their purchases.
Window displays leverage portrait high-bright screens with vivid, high-quality imagery designed to attract foot traffic and maximise conversions. Smaller locations benefit from 32” passive screens, ensuring a consistent digital experience regardless of store size.
To maintain optimal performance, a dedicated service team continuously monitors the digital signage network, swiftly addressing service calls and resolving most issues remotely, minimising disruptions and ensuring seamless operations across all locations.
In Tasty by Greggs locations within Primark, social media walls, gamification elements and digital shelf headers create a more immersive and interactive experience. Customers engage with the brand beyond just making a purchase, fostering deeper brand loyalty.
ZetaDisplay successfully migrated over 2,500 Greggs stores to a digital signage ecosystem, with plans to expand to 3,000 locations in the coming years, amounting to approximately 12,000 screens across the estate.
Benefits
Traditionally, Greggs relied on static signage and three 42” pole-mounted high-bright screens behind the counter. Today, the digital signage estate is more advanced, with some locations featuring five to seven screens across bulkheads, full-screen takeovers and dynamic menus that showcase real time promotions and product-specific content.
Greggs’ investment in digital signage has transformed the customer experience, increasing engagement, operational efficiency and sales conversions. The ability to deliver localised, real time content updates enhances customer interactions, while dynamic promotions and upselling strategies drive higher sales per transaction.
As Greggs continues to expand its digital ecosystem, ZetaDisplay remains a trusted partner in delivering cutting-edge solutions that keep the brand at the forefront of the fast-casual and QSR landscape.
Greggs is also exploring LED technology in select stores, further enhancing the visual impact of its digital signage and staying ahead of competitors in digital innovation.