Introduction
This essay explores strategic marketing approaches Greggs can adopt to enhance engagement and loyalty among the 16–24-year-old demographic, while adhering to the upcoming High Fat, Salt, and Sugar (HFSS) legislation effective from October 2025. Despite recent gains in this age group, Greggs faces challenges with lower visit frequency and spending compared to older demographics, alongside competition from rival brands. The discussion will focus on emerging trends in the Food-to-Go market, innovative campaign strategies using digital platforms and AI personalisation, and compliance with HFSS restrictions through healthier product promotion. The aim is to propose a campaign that boosts brand awareness, purchase intent, and long-term consideration among young customers.
Understanding Trends in the Food-to-Go Market for 16–24-Year-Olds
The Food-to-Go sector is highly dynamic among younger consumers, who prioritise convenience, affordability, and social relevance. Research indicates that 16–24-year-olds are increasingly drawn to customisable meals and ethical food choices, with sustainability and plant-based options gaining traction (Mintel, 2022). Social media platforms like TikTok and Instagram heavily influence their purchasing decisions, as viral food trends often drive brand engagement (Smith and Palmatier, 2020). Moreover, this demographic values experiences over mere products, suggesting that gamification or interactive campaigns can boost appeal. Greggs, with its established vegan range and app-based rewards, is well-positioned to capitalise on these trends, but must further innovate to stand out against competitors offering more personalised or trend-driven experiences.
Strategic Marketing Campaign for Engagement and Loyalty
To target 16–24-year-olds, Greggs should launch a digital-first campaign titled “Greggs on the Go,” focusing on social media engagement and app-based incentives. Utilising platforms like TikTok, where short-form content thrives, Greggs could partner with youth influencers to create challenges around customising healthier menu items, aligning with HFSS restrictions by spotlighting vegan or lower-calorie options. Indeed, influencer marketing has proven effective in driving brand consideration among younger audiences (Vrontis et al., 2021). Additionally, strategic partnerships with music festivals or university events could embed Greggs into social experiences, offering exclusive app discounts or Click+Collect perks to encourage frequent purchases.
To further personalise engagement, Artificial Intelligence (AI) can be leveraged to analyse user data from the Greggs app, tailoring push notifications with time-sensitive offers based on individual preferences or location. For instance, AI could suggest a discounted vegan roll to a student near a campus store during lunch hours. Such personalisation has been shown to enhance customer retention by creating relevance (Huang and Rust, 2021). However, privacy concerns must be addressed transparently to maintain trust.
Navigating HFSS Legislation
The HFSS legislation poses challenges by restricting promotions of less healthy items, particularly in paid online media and TV advertising. Greggs must pivot towards promoting its healthier choices, such as salads or vegan options, through organic social media content rather than paid ads during restricted hours. Reformulating popular items to reduce fat, salt, or sugar content, while maintaining taste, could also ensure compliance without alienating customers. Importantly, making healthier options more visible via app recommendations or in-store displays can subtly shift consumer habits, as suggested by government health initiatives (Department of Health and Social Care, 2021).
Conclusion
In conclusion, Greggs can boost engagement and loyalty among 16–24-year-olds by aligning with their values through a digital “Greggs on the Go” campaign, leveraging social media, AI-driven personalisation, and experiential partnerships. Simultaneously, navigating HFSS legislation requires a focus on healthier menu promotion and product reformulation. While these strategies demand investment, they position Greggs as a relevant, health-conscious brand for young consumers, fostering long-term consideration. Future research could explore the long-term impact of AI personalisation on purchase frequency within this demographic.
References
- Department of Health and Social Care. (2021) Restricting promotions of products high in fat, sugar, and salt: implementation guidance. UK Government.
- Huang, M.H. and Rust, R.T. (2021) A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), pp. 30-50.
- Mintel. (2022) UK Food-to-Go Market Report 2022. Mintel Group Ltd.
- Smith, A. and Palmatier, R.W. (2020) Social media marketing and customer engagement: A review and research agenda. Journal of the Academy of Marketing Science, 48(3), pp. 517-539.
- Vrontis, D., Makrides, A., Christofi, M. and Thrassou, A. (2021) Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), pp. 617-644.
