Its first drive-through site in Salford has been a “huge success” and “others will follow”, with this move part of a wider plan for Greggs to introduce more hot snacks and bring in more of the evening dinner market.It will also introduce click and collect, tailored ordering (so consumers can pre-order customised sandwiches) and is strongly considering delivery much like “The question is still how to make money out of it and that’s what we’re trying to work out. 7-8 OCTOBER 2020 | MAGAZINE LONDONDuring 35 years working in retail and leisure, Roger Whiteside has seen it all.He began his career at Marks & Spencer where he spent 20 years, ultimately becoming head of its food business during its golden period including the launch of the Simply Food conceptTaking a leap of faith, he joined the founding team at Ocado in 2000, where he spent the next four years helping to lead the team that established the innovative online grocer in partnership with John Lewis and Waitrose.His next challenge saw the successful turnaround of the off-licence chain Thresher Group for Guy Hands Terra Firma before joining Punch Taverns emerging from the demerger of that business as CEO to guide them through a difficult period which included a transformational new direction and refinancing.Joining the board of Greggs as NED in 2008, Roger was appointed CEO in 2013 at a low point for the business suffering from the effects of recession and new competition. We’re now number two in the UK breakfast market and that’s because people can get great breakfast with Greggs without breaking the bank.”But while investing in breakfast might have been one of Whiteside’s most important changes, the success of its healthy eating range, Balanced Choice, has been the most surprising.Greggs is not known for its healthy eating credentials. If someone can deliver and it isn’t too expensive we can use it.”Whiteside has the swagger of a confident man and throughout the interview he tilts back on his chair. O f course, the £1 vegan sausage roll was the game changer. It’s the same process here. Arriving at a time when both the company in particular and the sector in general are up against the most challenging financial, economic and political circumstances in a generation, it would be fair to say that Whiteside's plate is pretty full. In fact, for the financial year ending 29 December 2013, Greggs saw pre-tax profits fall a whopping 37% to £33.2m and shares drop by up to 10% as Whiteside began to implement his plan to modernise stores, close loss-making shops and convert the business into a food-on-the-go brand.However, four years on and Greggs looks like a very different business. But now we want to be the customer’s favourite. What does that mean? View the profiles of professionals named "Whiteside" on LinkedIn. Roger has 4 jobs listed on their profile. I looked at our shops and thought why are we baking bread and why do our shops look like bakeries?“People were sceptical and said we would lose our heritage if we changed [from a baker], but we could see from consumer insight that over 80% of visits were for food-on-the-go. If you work with Deliveroo, they charge a commission. Greggs closed 19 stores during this period but opened 61 new outlets, taking its total to 1,806 shops. From a customer perspective, they want to be within walking distance of all the brands they love.“And you know what, Greggs trades best when it’s next door to a McDonald’s or across the street from a bank. We need to take that approach to another level.”Greggs has no above-the-line strategy One of the biggest brand assets, according to Whiteside, who splits his time between working in London and at the Newcastle HQ, is Greggs’ position outside the London bubble: “Originating outside of London has been helpful to the brand as it helps keep us grounded. What is clear is customers don’t want to shop at one place so the birds of a feather flocking together approach is the best strategy. As far as I’m concerned, they are all out to get me!” He pauses, before placing his fists on the table: “The job to grow Greggs is far from over; it is only just beginning.”The food-on-the-go brand’s CEO Roger Whiteside says Greggs is looking to expand its digital ambitions with plans for mobile ordering, click-and-collect and a possible move into the delivery sector.Greggs has launched a mobile loyalty app as the food chain looks to reverse a drop in sales in its latest financial year. When Roger Whiteside became CEO of Greggs in 2013, its sales were in freefall, with some critics questioning its future. There’s hardly any butchers, bakers or greengrocers anymore and that’s because of the supermarkets.

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