So, here’s what I found out about Greggs while nosing around: They don’t just open one shop and call it a day. Oh no. They go all in and pop up at every street corner like it’s a neighborhood invasion. Why? Because if you’re tripping over a Greggs every 50 feet, you’re definitely not going to anyone else.
It’s genius. And sneaky. Kind of like Starbucks, where you can sip a latte while staring at another Starbucks right across the street. The point is, these guys go one locally dense. They want you to have zero excuses not to choose them.
But what do some other restaurant operators do? They spread wide, like spreading butter too thin on toast—barely making a dent anywhere. They rush to plant flags all over different cities like they’re playing a game of Risk. But there’s a problem: in each city, they’re just… there. Not dominating, not owning the space, just existing.
And supporting those faraway stores? That’s a headache on a whole new level. Recruitment? A nightmare. Marketing? Forget it. You’re basically running around trying to hold things together with duct tape and hope.
But here’s the kicker: While you’re busy playing Whac-A-Mole with operations in six different cities, copycats swoop in. Enter the #SamwerBrothers, the German kings of copy-paste businesses. They see your scattered effort and think, “Ah, yes, perfect. We’ll take it from here.”
Now, I know what you’re thinking. "Going one locally dense? Slows down expansion, doesn’t it?" Sure. But here’s the thing—what if instead of trying to be everywhere and impress no one, you became a #LocalLegend? What if you focused your marketing on the people who could literally walk to your restaurant?
So, you can either be the restaurant a few have heard of — or you can go deep, dominate one block at a time, and make sure no one even considers the competition.
Me? I will be Greggs-ing the heck out of every street corner I could find.
#RestaurantBusiness #RestaurantOperation #RestaurantScaling
Group Franchise Director, Queensway | Member of YPO
4moWay to go Team! Great milestone and excited for further growth!