// Asda and Greggs team up in shop-in-shop partnership
// The trial phase will see Asda add Greggs counters within its stores, bringing the brand’s range in-store for Asda customers
// Asda will become the first supermarket to open Greggs concessions
Customers in selected Asda stores will soon be able to pick up food from a Greggs counter in-store as part of a new concession partnership.
As part of the new deal, Greggs will trial shop-in-shops in five Asda stores in Boldon, Corby, Huyton, Eastlands and Wigan.
The first concessions are due to launch next month.
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The concessions will stock Greggs’ full range, and the partnership is the latest deal in Asda’s bid broaden its food-to-go offering.
The Big 4 retailer already works with McDonald’s, Sushi Daily and Just Eat in a number of stores across the UK.
Earlier this year, Asda said partnerships would be a keen focus in 2020, with 150 supermarkets earmarked for deals with more brands that “complement” its existing range in stores.
“Continuing our test-and-learn approach to our partnership strategy into 2020, we are pleased to be kicking off this year’s activity with Greggs in the first of a series of trials,” Asda chief strategy Preyash Thakrar said.
“We are constantly looking for new ways to increase customer choice, and by partnering with brands that fit with our core values of great quality and great value – like Greggs – we’re excited to be able to give our customers access to something new in store that we know they will love.
“Greggs is a much-loved brand, well known for offering great-tasting, freshly prepared food at great value, and with their focus on launching innovative new products, as well as supporting communities where it counts, we think these concessions will be very well received by our customers.”
Greggs business development director Raymond Reynolds said: “We are delighted to be teaming up with Asda to trial in-store concessions.
“We know that high-quality food-on-the-go and convenience go hand in hand, and this trial gives us the opportunity to bring our range of products to more customers in new locations.”
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