Greggs
For over 80 years, Greggs has been a cherished part of British life, known for its fresh pastries, sandwiches, and hot drinks served across the UK. As customer expectations have changed, so too has Greggs: evolving into a modern, forward-thinking brand focused on efficiency, customer experience, and embracing digital innovation.
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 Greggs outlet received a tailored digital signage setup, featuring NEC and Phillips LED screens in portrait formats, till screens, high-brightness window displays, and interactive menu boards. These displays highlight new product launches, seasonal promotions, meal deals, and upselling opportunities – ensuring content remains relevant and engaging throughout the day.
A day-parted content strategy schedules promotions at optimal times, while localised messaging ensures each store presents the right product mix for its audience. All content is centrally managed by ZetaDisplay UK in partnership with a creative agency producing bespoke animations and static menus. Unlike templated systems, Greggs’ digital content is fully customised, with dynamic menus running alongside promotional sequences tailored to each outlet’s needs.
The customer journey is carefully structured. Two digital menus display alongside three promotions, followed by a 10–12 second full-screen takeover before looping again. This rhythm encourages upselling and cross-selling, prompting customers to pair drinks, snacks, or meal deals with their purchases.
High-bright window screens with vivid imagery attract foot traffic and boost conversions, while smaller stores use 32” passive screens to ensure a consistent digital experience across the estate. Regardless of store size or layout, every customer is met with the same visual quality and clarity.
In Tasty by Greggs locations within Primark, digital shelf headers, gamification features, and social media walls create a more interactive customer experience – fostering engagement beyond the point of sale. ZetaDisplay has already migrated over 2,500 stores to this digital system, with plans to expand to 3,000 locations and approximately 12,000 screens in total.
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.
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