4. AT HOME
SNACKING
Food Delivery
Apps
Mobile technologies such
as food ordering and
delivery apps have allowed
customers the convenience
to order food at the tap of
a finger.
Working From
Home
26% Of Brits plan to
continue to work from home
after the lockdown in the
United Kingdom.
Voice Ordering 50% of homes will have smart speakers by the end of 2023
By the end of 2021 25% of all mobile food orders will be done by
voice tech
50% of all searches in 2021 are voice based
The main cause for non adoption is "They don't see the benefit"
(Retail Times, 2020)
6. W O R K L I F E B A L A N C E R
W E I G H T & W E L L N E S S
M A T U R E Q U A L I T Y S E E K E R S
F A M I L Y V A L U E R
M A K E D O & S P E N D
£
Y O U N G , F R E E A N D S O C I A L
9. SUPERMARKETS MOBILE APPS
IN STORE
DISTRIBUTION
• 45% of
delivery app
users would
order again.
• 26% of those
currently
working from
home plan to
continue in the
future.
12. VISION & VALUES
Our vision... is to become
the customers’ favourite
for food-on-the-go.
Our values... commit us to being
enthusiastic and supportive in all that
we do, open, honest and appreciative,
treating everyone with fairness,
consideration and respect.
Our people... are what makes
our business successful. We
aim to provide them with a
great place to work, where
they feel valued.
14. HOW CUSTOMERS FEEL ABOUT POST-LOCKDOWN GREGGS …
“ I n s t o r e e x p e r i e n c e i s
s m o o t h a n d e f f i c i e n t ”
“ S a f e E n v i r o n m e n t ”
“ W o n d e r f u l ”
“ N o t m u c h h a s
c h a n g e d ”
15. 83%
HAVE NOT USED THE GREGGS APP
“Convenient”
“Has been improved
but some features
don’t work”
17. Key Insights
C O N SU MER S
LIVES H AVE
CHANG ED A LO T
83% AR E
U N AWAR E O F T H E
G REGGS APP
CO NSUMERS
WAN T
R EASSU R AN C E &
SAF ET Y
55% ARE
U N AWAR E T H AT
G R EGGS D ELIVER
20. Recommendations
Recommendation 3
To promote & increase awareness of
all of Greggs distribution channels
Recommendation 2
Introduce voice ordering to the
Greggs App
Recommendation 1
Improve the Greggs app to
have click and collect and
better benefits.
21. Click + Collect in
App
One app for Loyalty & Click + Collect
One app for ordering, loyalty &
nutritional info available to everyone
delivering more convenience and
usability to the customers
22. Morning Order
Latte
Sausage Roll
Apple
Lunch Order
Juice
Steak Bake
Crisps
Meeting Order
10 x Sausage Roll
10 x Latte
5 x Steak Bake
Regular Ordering
Made Easy
Save your regular orders & stores for
convenient & quick pickups. Reducing
wait times, building customer loyalty
and making happy customers
23. Voice Control
Ordering Built for the future
• Order Greggs
• Check how busy a Greggs store is
• Check Wait time
• Check nutritional info
• Place a regular order
• Build up loyalty rewards
• Available on mobile, Smart Speakers or any
voice enabled device
36. CAMPAIGN COSTS
SOCIAL MEDIA
FACEBOOK & INSTAGRAM ADS
£100 A DAY
DISPLAY ADS
BILLBOARDS, BUS STOPS &
SHOPPING CENTRES
£163 A DAY in each major UK
city
App
Development
£0.002 per voice request
£50,000 App development with
Eagle Eye / Apteco
37. A p r i l
2 0 2 1
Raise awareness &
anticipation on app
improvements
Timeline of
Projects
Collab Space Central Pitch Deck
A p r i l
2 0 2 1
Launch
campaign and all
advertising
M a y
2 0 2 1
Review sales in
supermarkets , Greggs
stores & takeaway
delivery channels
M a y
2 0 2 1
Review online
sentiment &
engagement across
all social media
channels
J u n e
2 0 2 1
Review online
sentiment &
engagement
across all social
media channels
J u n e
2 0 2 1
Review sales in
supermarkets , Greggs
stores & takeaway
delivery channels
The campaign will run for 1 month in a
continuity scheduling strategy. The
campaign will then adopt a pulsing
strategy for a further 2 months.
Kaleef
Hi Guys, we are the Teesside University Business School and welcome to our Greggs Presentation, thank you all for taking the time out to be with us today, if you have any questions, we will leave some time at the end to answer all of them for you. So, lets start off by introducing the team....
All
Linking on from slide one, and then shared
Sia
To start with, let me talk you through the presentation outline. We first begin with the marketing environnement followed by the consumers perception of Greggs.
To continue with we will introduce our big idea and some of our own strategies to ensure operating efficiently
Evelyn and owain
So how have consumers habits of purchasing food on the go changed. To start with consumers are using food delivery applications like Just Eat, Deliveroo and Ubereats, this is a trend that started pre pandemic but has been an essential platform for FOTG providers during the pandemic , as it allows them to order from the comfort of their home.
Continuing on, 26% of brits plan to work from home after the lockdown which brings more of a demand for FOTG providers to shift their distribution strategies to accessing their customers at home.
HOW HAVE THE CONSUMER HABITS OF PURCHASING FOTG CHANGED?
AT home snacking extra - Crisps/crisp-style snacks, nuts and savoury snacks are must-haves for an evening in by 48% of category users - https://www.dailymail.co.uk/news/article-8375803/Ready-meal-sales-slump-shoppers-cook-food-scratch.html
Ready meals on the decline
50% of homes will have smart Speakers by the end of 2023
37% of voice users have used it to make a purchase
The main cause for non adoption is "They don't see the benefit"
50% of all searches in 2020 are voice based
By the end of 2020 25% of all mobile food orders will be done by voice tec
Currently 26% of Brits plan to continue to work from home after the United Kingdom lockdown - https://www.retailtimes.co.uk/uk-food-to-go-market-will-be-impacted-by-covid-19-over-next-three-years-igd-reports/
Kaleef
add mintel
So to continue from what Evelyn and Owain just said, how has this affected the food on the go market?
Well most importantly working from home has resulted in a decline in footfall for the high street. For example a Mintel report found that last years worst month, April, high street footfall declined by 83% in the UK. This is most likely due to the more flexible working practices and the decline in use of public transport. one thing which remains constant was takeaways, primarily because the consumer has the easy access and option to deliver.
Evelyn & Jess
That you Kaleef. So here we can see the Greggs typologies. In the last year many of their lives have changed as a result of the Covid-19 pandemic. Due to the Pandemic the majority of segments are now working from home, mature quality seekers had to shield for many months and in terms of the family valuer, household families have spent more time than ever together, but other family members outside of the home, like grandparents have missed out.
Jess
This has affected a myriad of markets including the FOTG market, for example W&W, WLB & YFS are all now spending more on food delivery whereas MDS, FV and MQS are all spending more on cooking.
Even before the pandemic W&W, WLB & YFS made up the majority share of the FOTG market, but the pandemic has exacerbated this even further, this is why we fell these markets should be the focus of the development of the Greggs strategy
Thank you Ev. this issue is becoming more prominent and has affected a myriad of markets including the FOTG market, the weight and wellness, work life balancer and young free and social are all spending more money on food delivery and rhe remaining segments
for example W&W, WLB & YFS are all now spending more on food delivery whereas MDS, FV and MQS are all spending more on cooking.
Even before the pandemic W&W, WLB & YFS made up the majority share of the FOTG market, but the pandemic has exacerbated this even further, this is why we fell these markets should be the focus of the development of the Greggs strategy
Highlight markets
Isolating has changed behaviour
Why – what are the changes in behaviour –who has changed the least
Jess
As we are aware, the industry is building a bigger online presence with digital channels taking the forefront for most marketing communications. As we previously discussed the target market is becoming more technologically inclined with the use of smartphone users reaching 3 billion in the last five years. Mintel reports that hygiene measures are likely to drive technological innovations including the likes of QR code technology which is also used by the NHS track and trace app and so is something consumers are becoming more familiar with, this could also include automated ordering systems that are already being used by other competitors within the industry. This opportunity could see a reduction in face-to-face contact, faster payments and could also provide innovative means for advertising and marketing communications. Finally, mobile applications and social media channels have proven useful for consumers to make purchases and have been the only way for people to interact with each other throughout the pandemic.
owain
Highlight Parts
Mention android
Now as we already know, food delivery apps have allowed consumers to order their favourite food at the tap of a button. Consequently, it is imperative for food providers to have an optimised and integrated phone application that consumers can use as a centralised hub for all of their needs. As we look at the competitors we can identify the average rating lies at 4.8 with thousands and even millions of ratings, all with delivery and click and collect options. On the other hand, the reality is that Greggs, cannot even push 500 reviews with a mere 2.6 rating – is this because there is no delivery or click and collect service? All this app shows me is where the local stores are and what food they provide... but if I have downloaded the app, its more than likely I already know where my local stores are and what food they provide so where is this added value?
The offering on Android is slightly better with Greggs pulling in an average rating of 3.5, although this is still below the levels of the competition showing a clear need for innovation and promotion.
Aissia
Add mintel
Having a look at the distribution system , Greggs is offering an omni-channel approach by operating in supermarkets such as Iceland by providing a range of frozen porducts , within the brick and mortar stores., and Kaleef will talk you through the mobile apps distribituion system in more details.
Kaleef mobile apps
Thank you aissia
Greggs use mobile apps such as just eat for there delivery services- Greggs are working on the expansion of this, with the end goal of being able to serve the vast majority of the uk by the end of this year. This is supported by research which found that 45% of delivery app users would order again. This links in very well to which my colleagues have previously spoken about consumers wanting quick accessibility and less physical interactions due to covid19.
WLB, FV, YFS
https://www.mckinsey.com/industries/retail/our-insights/reimagining-european-restaurants-for-the-next-normal
https://www.theguardian.com/business/2020/jan/15/greggs-joins-up-with-just-eat-for-nationwide-delivery-rollout
To continue with
You guys are currently offering a service of click and collect
This not only matches the previously seen customer’s expectations of having less interactions due to COVID-19, but it also adapts to the consumers such as the work-life balancer whose average lunch break decreased to an average of 22 minutes, while also adapting to those that have family commitments – i.e. the family valuer.
By implementing the current click and collect infrastructure that is on the website to your mobile application, you guys are not only adapting to your current customer base and allowing them to access convivence and safety when going into Greggs stores, but you are also able to attract a further 18% of customers who want to click and collect through mobile applications.
https://www.independent.co.uk/life-style/health-and-families/lunch-break-20-minutes-average-time-ukactive-sodexo-a8594801.html
WLB, YFS, MDS, W&W
Perceptual
Evelyn
The next section of the presentation will focus on consumer perceptions of Greggs.
Evelyn
Before going into what others of Greggs we wanted to remind ourself of how Greggs wants to be perceived.
So what are greggs' vision and values, well what they have told us is that their vision to be the customers' favourite FOTG provider. Their values revolving around being ethusiastic and supportive in all that they do, being open, honest, appreciative and treating everyone with fairness with consideration and respect – not only their staff, but their customers too. It is imperative we understand Greggs' values because it allows us to resonate and work with other organisations to create the best campaign going forward. But the success of greggs has always been about the centralised focus of people – and that has what has made them successful by creating a formidable culture where people feel valued.
Moving on, Post covid-19, consumers expectations have particularly evolved as the pandemic has led a huge shift in consumer behaviour. In fact 43 % of consumers assume that cleanliness is now their most important consideration before ordering food. Actually, Facing invisible threats like covid-19 people need clear indicators to ensure they are safe such as social distancing in store. But From another perspective due to social distancing customers have to queue more in store than they used to so they are exepcting buisinesses to provide faster interactions of purchasing.
However, all these new shopping options may become standards practices that change the baseline of consumer exeperience, plus they are applicable in a free covid-19 world especially with the social anxiety on the up with the millennials
Evelyn
To explore consumer opinions on Greggs during the pandemic, we created a survey to collect information which would help us form our idea. The survey was completed by over 40 people from different age ranges. Some questions and the responses will be explored in the next few slides.
So it shows that Greggs transitioned to the new pandemic operations well.
As we can see from some of the responses on screen, consumers feel not much has changed and that Greggs are offering a safe environment with the social distancing measures in place.
Jess –
What stood out the most from the survey responses was the percentage of people who hadn’t used the Greggs app before. When asked their opinions on the app, people said it was basic and needs better incentives.
We know now Greggs have improved their app which rewards customers for not only buying coffee, but other products Greggs offer.
Owain
In terms of delivery, 55% of respondents were unaware Greggs deliver via JustEat.
In terms of Click & Collect, 59.6% of people said they were aware of the click and collect service but had not used it, only 2.1% of people had used the service, this could be due to the lack of integration within the app, making it less convenient for customers to use.
Aissia
Looking at the key insights based on our research we are more than never aware of consumers need to feel safe and reassured as we already discussed
But also of the lack of technological consideration jess and Owain just mentionned. and this is leading us to our big idea my collegue evelyn will introduce to you
Evelyn
For our big idea, we wanted something that embodied Greggs values of being a caring family brand as well as address the challenges identified from our research such as 83% have not used the app, 55% did not know Greggs deliver and only 2.1% have used the click & collect service and consumers desire for reassurance and safety,.
Evelyn
The organising idea framing our recommendations is to extend the Greggs slogan to Greggs always fresh, always tasty , Always here. To connect e motionally with Greggs consumers that we've been here since 1939 and we are now here in 2021 facing this pandemic with you and we'll always be here after this. Placing Greggs zs a constant in this current unpredictable world.
Aissia will now go into our further recommendations
Aissia
O
Push Notfications be https://rubygarage.org/blog/benefits-of-push-notifications
WINNIE – And our last recommendation is to promote and make consumers be aware of all the Greggs distribution channels. This will be done by utilising the different social media platforms for instance Facebook and Instagram, which will then be discussed in more details later on.
Kaleef
Thank you Assia. Well first off we want update the Greggs app by adding new features. This will make it more easier and convenient for the consumer. One feature we want to add is click and collect. This feature will allow the customer to choose what they want, what time they wish to pick it up, and which location is available near them for this service. Along with this customers can link there order to there Greggs rewards scheme, which is already on the app, so they can collect more stamps. During the click and collect service, consumers will be able to access nutritional information on the app menu, if needed.
Kaleef
Add that a week ahead ordering is important
Another feature which we wish to add is regular ordering. This will increase consumer loyalty and speed up the wait time for customers in store. The app feature will allow customers to plan there weekly lunch schedule a week ahead, while also allowing them to update there order, up to a hour before collection, if they fancy something different. Once placed, all they need to do then is go to the store location, show there order number on the app and pay.
Owain
EVELYN
This is how we will be using Greggs media channels to promote this campaign
Jess -
*read slogan*
Thanks Evelyn
Here we have the main slogan that acts as an umberella for other campaigns. We aim to extend the pre excistant slogan to always here to highlight greggs status throughout the pandemic. That they are here and open for service. All typologies will be reached and targeted with this campagin.
Owain
*read slogan*
The slogan here today is one which we decided to implement throughout our campaign. A simple play on words that will allow Greggs to highlight their humorous side. Further reassuring the consumer that we are still here and although the environment may have changed, our well-loved, iconic sausage rolls haven't. Whilst the food will continue the same, our services will be adapted to today’s environment. Kaleef and owain will now explain some more on how we've done this.
Evelyn
*read slogan*
From our family to yours targets the mature quality seekers, family valuers and the make do and spend. We found that these customers really value the caring customer service that Greggs provide so highlighting that it is a familiar transaction is beneficial to them.
The slogan here today is one which we decided to implement throughout our campaign. A simple play on words that will allow Greggs to highlight their humorous side. Further reassuring the consumer that we are still here and although the environment may have changed, our well-loved, iconic sausage rolls haven't. Whilst the food will continue the same, our services will be adapted to today’s environment. Kaleef and owain will now explain some more on how we've done this.
Aissia
Continuing with ,
This is a visual representation of how we are going to use them. Based on research and the agile work habits of Your customers, they all check on average between 2 and 5 times a day their personal emails. By consequence emails will be an efficient tool to reach their attention from home but also to keep in touch, letting them know that Greggs is always here and available through different platforms.
On the left, Here is an example of how push notifications will be utilised, following reports from Mintel that push notifications encourage impulse behaviour. We will notify customers when they are near a Greggs store with a push notification encouraging click & collect saying “order your chicken bake now to collect in store”. This will also be effective when consumers are near an Iceland store. Finally, push notifications will be used to alert consumers of sales promotion discount codes for them to use to order Greggs on the just eat app.
_________________________
If for any reasons they don’t allow location services we will notify them with messaging about ordering from Greggs , Iceland or JustEat when we realise that there as been a period of app inactivity.
Attitudes of Mobile App – Mintel Report
https://reports-mintel-com.ezproxy.tees.ac.uk/display/1046493/?fromSearch=%3Ffreetext%3Dpush%2520notifications
Jess-
Moving on to the recommended out of home advertising, we will still use billboards as traditional billboard advertising is less competitive, allows consumers to engage for as long as they want and is more energy efficient. Simple advertising will capture people’s attention and not overload them with information, it will also be less expensive for Greggs.
Aimed at mature quality seeker and family valuer.
https://75media.co.uk/blog/billboard-costs/
Kaleef
So here we have a few more promotional posters. The left shows our new voice ordering feature while the bottom right shows the click and collect feature, both will be aimed towards work life balancer and young free and social. While the top right will be for all typologies due to the #alwayshere being on it.
As we said earlier we wanted to promote the different distribution channels to different typologies. So this ad your roles may have changed but our rolls haven't showcases at the bottom the click & collect option , Justeat and Iceland logo. With a call to action to download Greggs click & collect
The example to the right "Get your sausage roll fix" uses Gregg's cash cow the sauasge roll to encourage consumers to download the Just Eat app.
EVELYN
Who are we targeting?
Weight & Wellness
Work Life Balancer
Make Do & Spend
Why?
They use social networks to get news conveniently.
Facebook is the most popular social media platform to convey products information.
Kaleef
And here we have some examples of content we will be putting up on twitter to promote our campaign. We've chosen memes as they are the most likely to have a positive interaction with consumers while it also uses Greggs humorous side which we know and love. Along side each tweet will also be the #alwayshere as we want to make use of this on all social media platforms.
Owain
And the last platform we will be operating on as a part of our promotion strategy is YouTube. The typologies who engage the most with YouTube are free social and young, make an do spend and weight and wellness. YouTube Is a good platform to use because it is now more representative for modern Britain than Tv. We will use YouTube to promote our new adds with short video clip introducing our From our Family to Yours slogan to reach a maximum of consumers or potential clients as Greggs has over 1 thousand of subscribers on YouTube and post on average 1 vidoe clip per month.
Who are we targeting ?
Young Free and Social
Weight and wellness
Make do & spend
Why ?
YouTube is more representative of modern Britain than television : it reaches more 18-49 years-old on mobile than any TV channel
1 Billion registered subscribers
YouTube is one of the biggest and most popular social networks in the world
Owain
And the last platform we will be operating on as a part of our promotion strategy is YouTube. The typologies who engage the most with YouTube are free social and young, make an do spend and weight and wellness. YouTube Is a good platform to use because it is now more representative for modern Britain than Tv. We will use YouTube to promote our new adds with short video clip introducing our From our Family to Yours slogan to reach a maximum of consumers or potential clients as Greggs has over 1 thousand of subscribers on YouTube and post on average 1 vidoe clip per month.
Who are we targeting ?
Young Free and Social
Weight and wellness
Make do & spend
Why ?
YouTube is more representative of modern Britain than television : it reaches more 18-49 years-old on mobile than any TV channel
1 Billion registered subscribers
YouTube is one of the biggest and most popular social networks in the world
sia
Concerning campaign costs Facebook and Instagram are owned by the same company, the £100 daily budget will used between both mediums for this campaign.
The display ads we have previously seen will have a starting price of around £163 a day in each major city, however price still depends on location, size of adverts and rental period.
AISSIA , ,Kaleef
The campaign will run for 1 month in a continuity scheduling strategy. It will then adapt a pulsing strategy for a further 2 months.
Kaleef- also throughout May and June 2021 we will be reviewing sales across the channels and also tracking social media engagement.
Owain
We will be controlling the campaign upon 3 pillars... pre testing, continuous monitoring and post testing. Digitally the campaign will take advantage of A/B testing to see which messaging, images or advert performs better with each market segment to ensure we are efficient with our budget with the social media strategy; whereas, we can perform a/b testing on our email marketing at a free cost to ensure our messaging and tone of voice is reaching the correct market. To ensure the consistency of the campaign, continuous monitoring through weekly reports and social listening of hashtag and brand sentiment will allow us to measure the engagement of our campaign. And for reference to future campaigns to identify how we could improve or maintain success, post-campaign reports with a social engagement analysis will be produced to identify what worked best.
Jess
Thank you very much for your time today, just remember that next time you're thinking of Greggs, no matter where you are or who you are with... Greggs... are Always Here.
we now would like to open the floor to any questions you may have.
