Greggs to increase breakfast deal prices as cost pressures mount

Greggs is set to increase the price of some of its meal deal offers and certain individual items this week.

As of tomorrow (2 October), Greggs will be raising the price of its breakfast deal, which includes a breakfast roll or baguette, a hot drink and a side, from £3.95 to £4.50. Its two-part deal, which features a main item and a drink, will be increasing from £2.95 to £3.15.

However, CEO Roisin Currie has insisted these offers still provide “exceptional value”. “I’m not sure you can go anywhere else and get that two-part deal for £3.15 or indeed that three-part deal,” she said.

Several other products will see 5p price rises, including Greggs’ Empire Biscuit line. Currie noted that “a number of our other items will be protected and will not move”.

“We obviously do everything we can to keep prices as low as possible, but we are operating in an inflationary environment,” she added.

Currie said pressures, including employment costs, had led to the price rises as the food-to-go firm is hoping for a ”balanced budget” from government.

“Balanced in terms of looking after businesses but also in this high-inflation environment, making sure the government is very attuned to the pressure on people’s incomes. It’s making sure we have reasonable notice and a good lead to time to make sure we can plan for whatever decisions the government makes.” 

Greggs has been developing its meal deal offers in recent months, having launched the three-part breakfast deal in July, followed by the rollout of a three-part lunch meal deal last month. 

“We’ve had a two-part meal deal for a number of years now, and what we’ve seen from consumer behaviour is a lot of our customers actually add on an extra item. So, we’ve brought the three-part deal really just to make it easier for those customers to shop into that bigger deal,” Currie explained. 

“What is different from us to a lot of the competition is we can offer both cold sandwiches and hot sandwiches, items such as the toasties. We can also offer the chicken goujons, the wedges and then a variety of hot and cold drinks.

“We’ve brought a combination of items together and we believe it’s very compelling,” she added.

The price rises come as growth at Greggs suffered in the third quarter. Like-for-like sales were up just 1.5% in the 13 weeks to 27 September, compared with the 2.6% registered in the first half. 

Board expectations for full-year results remained unchanged, with operating profit forecast to be modestly below the level achieved in 2024.